Journal article
Cross-National Logo Evaluation Analysis: An Individual-Level Approach
Marketing science (Providence, R.I.), Vol.28(5), pp.968-985
09/01/2009
DOI: 10.1287/mksc.1080.0462
Abstract
The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired.
Details
- Title: Subtitle
- Cross-National Logo Evaluation Analysis: An Individual-Level Approach
- Creators
- Ralf van der Lans - Erasmus University RotterdamJoseph A. Cote - Washington State University VancouverCatherine A. Cole - University of IowaSiew Meng Leong - National University of SingaporeAle Smidts - Erasmus University RotterdamPamela W. Henderson - New Edge Brewery, Richland, WA 99352 USAChristian Bluemelhuber - SolvayPaul A. Bottomley - Cardiff UniversityJohn R. Doyle - Cardiff UniversityAlexander Fedorikhin - Indiana University – Purdue University IndianapolisJanakiraman Moorthy - Indian Institute of Management CalcuttaB. Ramaseshan - Curtin UniversityBernd H. Schmitt - Columbia University
- Resource Type
- Journal article
- Publication Details
- Marketing science (Providence, R.I.), Vol.28(5), pp.968-985
- DOI
- 10.1287/mksc.1080.0462
- ISSN
- 0732-2399
- eISSN
- 1526-548X
- Publisher
- Informs
- Number of pages
- 18
- Language
- English
- Date published
- 09/01/2009
- Academic Unit
- Marketing
- Record Identifier
- 9984962551802771
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