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Abstract(s)
A influência do desenho do logótipo nas preferências dos consumidores constitui um tema de investigação relevante numa perspectiva prática - fonte de valor e lealdade – e académica, apesar da investigação científica sobre o tema ser reduzida e dispersa. Partindo da metodologia de revisão da literatura, conduz-se uma análise crítica da investigação académica sobre o papel do logótipo enquanto sinal nuclear da identidade da marca. Apresentam-se as principais tipologias de logótipos, um sinal que é caracterizado enquanto activo estratégico de uma marca, capaz de representar significados e despertar sentimentos no consumidor, sobretudo quando as suas componentes intrínsecas estão alinhadas com os objectivos de comunicação da marca. Segue-se uma análise aprofundada dos conceitos presentes na literatura para designar a presença e a natureza de unidades de significação do desenho do logótipo, que conduz à selecção da terminologia de Lencastre (1997;2007). Este autor distingue entre “figurativo vs abstracto” e decompõe o conceito figurativo em “natural vs cultural”. A literatura anterior sugere que a dicotomia “figurativo vs abstracto” é suficiente para explicar a resposta cognitiva do consumidor face ao desenho do logótipo, embora a dimensão natural pareça exercer um papel particularmente relevante na resposta afectiva. Finalmente, a revisão da literatura centra-se nas diversas correntes de pensamento sobre a influência da categoria de produto na resposta à marca, sendo seleccionada a grelha de Rossiter-Percy (1991). Com base na revisão da literatura, é proposto um instrumento de recolha de dados para avaliar a influência da figuratividade, em particular da dicotomia “natural vs cultural”, nas respostas cognitivas e afectivas do consumidor ao desenho do logótipo, bem como para avaliar em que medida essa influência é afectada pela categoria de produto que o logótipo representa.
The influence that logo design has on consumers’ preferences constitutes a relevant research theme from a practical perspective – source of value and loyalty – and from an academic perspective, since scientific research on logo design characteristics is scarce and scattered. After reviewing the most relevant literature, this study presents a critical analysis of the logo’s role as a fundamental brand identity sign. The main logo categories found in the literature are presented and described. Furthermore, the logo is characterized as a strategic brand asset, which is capable of representing meanings and of eliciting positive feelings towards the brand, particularly when its intrinsic components are aligned with the brand’s communication purposes. The concepts found in the literature are thoroughly analyzed in order to designate the presence and the nature of the units of meaning. Therefore, Lencastre’s (1997; 2007) terminology is used and logos are defined according to the dichotomy “figurative vs abstract”. Within the figurative concept, logos can be further defined according to the dichotomy “natural vs cultural”. Previous research suggests that the distinction between figurative and abstract is enough to explain consumers’ cognitive responses to logo design, even though natural features may play a particularly relevant role in affective responses. Finally, the literature review focuses on several schools of thought that explain the influence that the product’s category has on the response to the brand and this study selected the Rossiter-Percy grid (1991). Based on the literature review, this study develops a data collection instrument which will allow not only to assess the influence that figurativeness of logo design - particularly the dichotomy “natural vs cultural” – has on consumers’ cognitive and affective responses, but also how this influence is affected by the product category the logo represents.
The influence that logo design has on consumers’ preferences constitutes a relevant research theme from a practical perspective – source of value and loyalty – and from an academic perspective, since scientific research on logo design characteristics is scarce and scattered. After reviewing the most relevant literature, this study presents a critical analysis of the logo’s role as a fundamental brand identity sign. The main logo categories found in the literature are presented and described. Furthermore, the logo is characterized as a strategic brand asset, which is capable of representing meanings and of eliciting positive feelings towards the brand, particularly when its intrinsic components are aligned with the brand’s communication purposes. The concepts found in the literature are thoroughly analyzed in order to designate the presence and the nature of the units of meaning. Therefore, Lencastre’s (1997; 2007) terminology is used and logos are defined according to the dichotomy “figurative vs abstract”. Within the figurative concept, logos can be further defined according to the dichotomy “natural vs cultural”. Previous research suggests that the distinction between figurative and abstract is enough to explain consumers’ cognitive responses to logo design, even though natural features may play a particularly relevant role in affective responses. Finally, the literature review focuses on several schools of thought that explain the influence that the product’s category has on the response to the brand and this study selected the Rossiter-Percy grid (1991). Based on the literature review, this study develops a data collection instrument which will allow not only to assess the influence that figurativeness of logo design - particularly the dichotomy “natural vs cultural” – has on consumers’ cognitive and affective responses, but also how this influence is affected by the product category the logo represents.
Description
Keywords
Identidade da marca Desenho do logótipo Dicotomia “figurativo vs abstracto” Preferência do consumidor Revisão da literatura Brand identity Logo design Dichotomy “figurative vs abstract” Consumer preference Literature review