Repository logo
 
Publication

Brand Logo Design: Examining Consumer Responses to Name and Logo Characteristics

2012Conference object Open access
Simple item page
dc.contributor.authorMachado, J. C.
dc.contributor.authorLencastre, Paulo de
dc.contributor.authorCarvalho, Leonor Vacas de
dc.contributor.authorCosta, Patrício
dc.date.accessioned2016-12-21T18:55:57Z
dc.date.available2016-12-21T18:55:57Z
dc.date.issued2012
dc.description.abstractavailable in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the postmerger branding strategy.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMACHADO, J.C.; Lencastre, Paulo de; CARVALHO, Leonor Vacas de; COSTA, Patrício - Brand Logo Design: Examining consumer responses to name and logo characteristics. In 11th International Marketing Trends Conference, Venice, Italy, 19-21 January, 2012. - In [CONCHON, Françoise … [et al.] (org.) - Proceedings of the 11th International Marketing Trends Conference. Venice: Ca' Foscari University Venezia, ESCP-Europe, 2012]. 25 p.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.14/21156
dc.language.isoengpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBrand identitypt_PT
dc.subjectBrand mergerspt_PT
dc.subjectConsumer preferencespt_PT
dc.titleBrand Logo Design: Examining Consumer Responses to Name and Logo Characteristicspt_PT
dc.typeconference object
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Brand Logo Design Examining Consumer Responses to Name and Logo Characteristics.pdf
Size:
2.41 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
3.44 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

CPBS - Documentos de Conferências / Conference Objects