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Resumo(s)
Brand gender is a critical construct in marketing literature that triggers important consumer outcomes and strengthens brand equity. Brand logos are the primary design elements of a company’s visual branding strategy and marketing literature suggests that brand logo elements influence brand gender perceptions.
This research aims to examine how different brand logo elements, namely logo design (organic and cultural designs) and logo color (light pink and dark blue) influence brand gender perceptions, and, whether brand-design induced gender perceptions ultimately impact affective reactions to logos.
In order to investigate these topics, a quantitative research was conducted through an online survey. This study relied on a sample of unknown and manipulated logos which were used as stimuli for the analysis. In total, this study examined the answers of a sample of 309 respondents to a set of 24 manipulated logos.
The results were then analyzed using a structural equation modelling (SEM). Among the main findings, this research shows that both logo design and logo color influence brand masculinity and brand femininity. Furthermore, results show that an appropriate combination of these two brand logo elements significantly influences positive affect to the logo. Therefore, results provide marketing managers with useful guidelines for logo design processes that facilitate not only initial brand gender positioning but also repositioning of established brands that want to appeal to new consumer segments in respect to gender.
Descrição
Palavras-chave
Brand gender Brand logo Affect toward the logo