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Title: Design, personality traits and consumer responses to brand logos
Authors: Machado, Joana César
Torres, Anna
Vacas de Carvalho, Leonor
Costa, Patrício
Keywords: brand logo
consumer behavior
personality traits
Big Five
Issue Date: May-2018
Publisher: Proceedings of the 13th Global Brand Conference
Citation: Machado, J., Torres, A., Vacas-de-Carvalho, L. & Costa, P. (2018). Proceedings of the 13th Global Brand Conference, Northumbria University, Newcastle, UK, 2-4 May
Abstract: Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions.
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

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