publication . Article . 2013

”Brand logo design: Examining consumer response to figurativeness”

Cesar - Machado, Joana; Vacas-de-Carvalho, Leonor; Torres, Anna; Costa, Patrício;
Open Access English
  • Published: 04 Jun 2013
  • Publisher: EMAC
  • Country: Portugal
In a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence of logo design characteristics, and particularly of figurativeness, on consumers’ responses. In two studies, this research will try to shed light on consumer logo preferences, by investigating psychological properties of figurativeness. Firstly, this resear...
free text keywords: Brand logos, Brand logo design, Consumer response
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