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- Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affectPublication . Machado, Joana César; Fonseca, Beatriz; Martins, CarlaThis paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo designs effectively convey brand masculinity, organic logo designs enhance femininity perceptions. Using dark blue and light pink logo colors reinforce masculinity and femininity perceptions, respectively. Both logo masculinity and logo femininity have a positive effect on the affective response toward logos. Furthermore, this research analyzed the moderation effect of color on the link between logo design and logo gender perceptions, as well as the moderation effect of consumers’ gender in the link between logo gender perceptions and affect toward the logo. However, none of these moderation effects were supported by the data. This is the first research to empirically test the effect of natural logo designs on brand gender perceptions and, thereby, on affective reactions toward the logo. The findings provide practical guidelines about the design of a gendered logo using the naturalness of logo design and logo color, thereby facilitating gender targeting efforts
- Brand mergers: How attitudes influence consumer identity preferencesPublication . Machado, Joana Cesar; Lencastre, Paulo; Dionísio, Pedro; Vacas-de-Carvalho, Leonor
- Brand mergers: examining consumers' responses to name and logo designPublication . Machado, J. C.; Carvalho, Leonor Vacas de; Costa, Patrício; Lencastre, Paulo dePurpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study develops a typology of the alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers’ preferences regarding alternative branding strategies. Findings – The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains a connection to the brand’s past. The data show that the logo chosen by consumers reflects their aesthetic responses, whereas the selected name reflects their evaluation of the brand’s offers or its presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution; hence, the richness of the results is enhanced. The results should guide managers in their evaluation and choices regarding post-merger branding strategies.
- Brand gender and consumer-based brand equity on facebook: the mediating role of consumer-brand engagement and brand lovePublication . Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, Salim L.; André, Ana Raquel; Santos, Barbara Pires dosBrand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.
- Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trustPublication . Silva, Susana Costa e; Duarte, Paulo; Machado, Joana César; Martins, CarlaThis article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.
- Rebranding mergers: how attitudes influence consumer choices?Publication . Machado, Joana César; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, PatrícioIn the context of a merger or an acquisition, the management of corporate identity – in particular of corporate brand names and logos – assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of one important stakeholder group – consumers. This study develops a typology of the various corporate identity structures that could be assumed in the context of a brand merger, and analyses how consumers ’ attitudes towards the corporate brands infl uences their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic redeployment strategy, suggested in previous studies, is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands ’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand has a signifi cant infl uence on consumers ’ preferences.
- The influence of WOM and peer interaction in the decision-making process of Generation Z within the familyPublication . Silva, Susana Costa e; Machado, Joana César; Cruz, MartaGeneration Z is the first generation who has grown up in the middle of an era of developed information technology, being one of the most critical users of social networking sites (SNS), constantly engaging in online exchanging of information and conversation between peers. The study of this generation’s consumer behaviors is an opportunity for marketers to get to know their preferences, identify the major influences on their decision-making process, and understand how to target them more effectively. In this paper, we designed a survey to study the effect of peer interaction and word-of-mouth (WOM) on the different stages of Generation Z’s decision-making process, and to understand how this generation’s preferences are formed. Data was analyzed through Confirmatory Factor Analysis and Structural Equations Modeling. Results showed that peer interaction positively influences Generation Z’s decision-making, most predominantly in the first stages of the process, while the influence of WOM was not statistically supported. Other factors should be considered in the future, to uncover the different determinants of generation Z’s decisions, so that marketers can develop more accurate strategies to best target this younger generation.
- Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football clubPublication . Machado, Joana César; Martins, Carla Carvalho; Ferreira, Frederico Correia; Silva, Susana Costa e; Duarte, Paulo AlexandrePurpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans). Findings The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption. Originality/value The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.
- Brand logo design: examining consumer response to naturalnessPublication . Machado, Joana César; Carvalho, Leonor Vacas de; Torres, Anna; Costa, PatrícioPurpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.
- Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effectsPublication . Carvalho, Leonor Vacas de; Azar, Salim L.; Machado, Joana CésarBrand gender has been suggested to influence consumer’s responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using structural equation modelling. The results support the importance of active consumer brand-engagement, perceived quality and brand love in underpinning the underlying process between brand gender and brand loyalty. Hence, this research complements prior work on brand gender and confirms the important benefits of a clear brand gender positioning by showing that a strong gender identity will enhance loyalty towards the brand.