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Same design, same response? Investigating natural designs in international logos

2019Journal article Restricted access
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dc.contributor.authorTorres, Anna
dc.contributor.authorMachado, Joana César
dc.contributor.authorCarvalho, Leonor Vacas de
dc.contributor.authorVelden, Michel van de
dc.contributor.authorCosta, Patrício
dc.date.accessioned2019-07-10T13:27:36Z
dc.date.available2019-07-10T13:27:36Z
dc.date.issued2019
dc.description.abstractPurpose - This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach - Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede's (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers' preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data. Findings - Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect. Originality/value - Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data - that is, data after applying CDS, which increases the validity of the cross- country comparison.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationTorres, A., César Machado, J., Vacas de Carvalho, L., van de Velden, M., & Costa, P. (2019). Same design, same response? Investigating natural designs in international logos. Journal of Product & Brand Management, 28(3), 317–329. https://doi.org/10.1108/jpbm-10-2017-1632pt_PT
dc.identifier.doi10.1108/JPBM-10-2017-1632pt_PT
dc.identifier.eid85063574326
dc.identifier.eissn2054-1643
dc.identifier.issn1061-0421
dc.identifier.urihttp://hdl.handle.net/10400.14/27910
dc.identifier.wos000487341400001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.subjectDesignpt_PT
dc.subjectConsumer behaviourpt_PT
dc.subjectBrand logopt_PT
dc.subjectCross-countries researchpt_PT
dc.subjectResponse stylept_PT
dc.titleSame design, same response? Investigating natural designs in international logospt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage329
oaire.citation.issue3
oaire.citation.startPage317
oaire.citation.titleJournal of Product and Brand Managementpt_PT
oaire.citation.volume28
person.familyNameTorres
person.familyNameVacas de Carvalho
person.familyNamevan de Velden
person.familyNameCosta
person.givenNameAnna
person.givenNameLeonor
person.givenNameMichel
person.givenNamePatrício
person.identifier102835
person.identifier.ciencia-idD11C-929A-2D36
person.identifier.ciencia-id6218-6A2D-C2F7
person.identifier.orcid0000-0001-7004-9211
person.identifier.orcid0000-0001-8065-0932
person.identifier.orcid0000-0002-9807-9057
person.identifier.orcid0000-0002-1201-9177
person.identifier.ridD-7061-2013
person.identifier.ridA-3072-2013
person.identifier.scopus-author-id8930303700
person.identifier.scopus-author-id55356639800
person.identifier.scopus-author-id13906480500
person.identifier.scopus-author-id49460913600
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication87b72d97-2d16-4b27-886a-a9982deed2d1
relation.isAuthorOfPublication538c58e3-ce59-44c7-8298-5dc4fbfdb1a7
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relation.isAuthorOfPublicationcf84ee2c-e6f2-4e7f-b01e-cd7d02960cfc
relation.isAuthorOfPublication.latestForDiscovery538c58e3-ce59-44c7-8298-5dc4fbfdb1a7

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