1. bookVolume 67 (2021): Edition 1 (March 2021)
Détails du magazine
Première parution
22 Feb 2015
4 fois par an
Accès libre

Logo Shape and Color as Drivers of Change in Brand Evaluation and Recognition

Publié en ligne: 18 Apr 2021
Volume & Edition: Volume 67 (2021) - Edition 1 (March 2021)
Pages: 33 - 45
Reçu: 01 Mar 2020
Accepté: 01 Feb 2021
Détails du magazine
Première parution
22 Feb 2015
4 fois par an

Aaker, D. A. (1998). Building strong brands. New York: The Free Press.Search in Google Scholar

Adams, F.M., & Osgood, C.E. (1973). A Cross-Cultural Study of the Affective Meanings of Color. Journal of Cross Cultural Psychology 4(2): 135–56. https://doi.org/10.1177/00220221730040020110.1177/002202217300400201Search in Google Scholar

Adir, G., Adir, V., & Pascu, N. E. (2012). Logo Design and the Corporate Identity. Procedia - Social and Behavioral Sciences, 51, 650–654. https://doi.org/10.1016/j.sbspro.2012.08.21810.1016/j.sbspro.2012.08.218Search in Google Scholar

Arredondo, E., Castaneda, D., Elder, J. P., Slymen, D., & Dozier, D. (2009). Brand Name Logo Recognition of Fast Food and Healthy Food among Children. Journal of Community Health, 34(1), 73–78. https://doi.org/10.1007/s10900-008-9119-310.1007/s10900-008-9119-3Search in Google Scholar

Atkinson, R. C., & Shiffrin, R. M. (1968). Human memory: A proposed system and its control processes. In K. W. Spence & J. T. Spence (Eds.), The psychology of learning and motivation (pp. 89–195). Academic Press. https://doi.org/10.1016/S0079-7421(08)60422-310.1016/S0079-7421(08)60422-3Search in Google Scholar

Barthelme, S. (2019). imager: Image Processing Library Based on ‘CImg’. R package version 0.41.2. https://CRAN.R-project.org/package=imagerSearch in Google Scholar

Behance, n. d. Retrieved from https://www.behance.net/acongkecilSearch in Google Scholar

Belch, M. A., & Belch, G. E. (2018). Advertising and promotion: An integrated marketing communications perspecti. (11th ed.). New York: McGraw Hill Education.Search in Google Scholar

Bellizzi, J.A. and Hite, R.E. (1992) Environmental Color, Consumer Feelings, and Purchase Likelihood. Psychology and Marketing, 9(5), 347–63. https://doi.org/10.1002/mar.422009050210.1002/mar.4220090502Search in Google Scholar

Biloš, A., Turkalj, D., & Kelić, I. (2017). Mobile Learning Usage and Preferences of Vocational Secondary School Students: The cases of Austria, the Czech Republic, and Germany. Naše Gospodarstvo/Our Economy, 63(1), 59–69. https://doi.org/10.1515/ngoe-2017-000610.1515/ngoe-2017-0006Search in Google Scholar

Blake, A. B., Nazarian, M., & Castel, A. D. (2015). The Apple of the Mind’s Eye: Everyday Attention, Metamemory, and Reconstructive Memory for the Apple Logo. Quarterly Journal of Experimental Psychology, 68, 858–865. https://doi.org/10.1080/17470218.2014.100279810.1080/17470218.2014.1002798Search in Google Scholar

Boling, E., Alangari, H., Hajdu, I. M., Guo, M., Gyabak, K., Khlaif, Z., Kizilboga, R., Tomita, K., Alsaif, M., Lachheb, A., Bae, H., Ergulec, F., Zhu, M., Basdogan, M., Buggs, C., Sari, A., & Techawitthayachinda, R. (2017). Core Judgments of Instructional Designers in Practice. Performance Improvement Quarterly, 30(3), 199–219. https://doi:10.1002/piq.2125010.1002/piq.21250Search in Google Scholar

Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63–83. https://doi.org/10.1177/147059310606126310.1177/1470593106061263Search in Google Scholar

Bresciani, S., & Del Ponte, P. (2017). New brand logo design: Customers’ preference for brand name and icon. Journal of Brand Management, 24(5), 375–390. https://doi.org/10.1057/s41262-017-0046-410.1057/s41262-017-0046-4Search in Google Scholar

Business dictionary. (n.d.). Retrieved fromhttp://www.businessdictionary.com/definition/brand-awareness.htmlSearch in Google Scholar

Buss, D. M. (2014). Evolutionary psychology: The new science of the mind (4. ed., Pearson new international ed). Pearson.Search in Google Scholar

César Machado, J., Vacas-de -Carvalho, L., Costa, P., & Lencastre, P. (2012). Brand mergers: Examining consumers’ responses to name and logo design. Journal of Product & Brand Management, 21(6), 418–427. https://doi.org/10.1108/1061042121126490010.1108/10610421211264900Search in Google Scholar

Cheng, K., & Rolandi, M. (2015). Graphic design for scientists. Nature Nanotechnology, 10(12), 1084–1084. https://doi.org/10.1038/nnano.2015.29010.1038/nnano.2015.290Search in Google Scholar

Colman, A. M. (1995). Sight bites: A study of viewers’ impressions of corporate logos in the communications industry. Journal of Market Research Society, 37, 405–415. https://doi.org/10.1177/14707853950370040510.1177/147078539503700405Search in Google Scholar

Črešnar, R., & Jevšenak, S. (2019). The Millennials’ Effect: How Can Their Personal Values Shape the Future Business Environment of Industry 4.0? Naše Gospodarstvo/Our Economy, 65(1), 57–65. https://doi.org/10.2478/ngoe-2019-000510.2478/ngoe-2019-0005Search in Google Scholar

Dowling, G. R. (1994). Corporate reputations: strategies for developing the corporate brand. Kogan Page.Search in Google Scholar

eMarketer (2019). Global Instagram Users 2019. Retrieved from https://www.emarketer.com/content/global-instagram-users-2019Search in Google Scholar

Foroudi, P., Melewar, T. C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67(11), 2269–2281. https://doi.org/10.1016/j.jbusres.2014.06.01510.1016/j.jbusres.2014.06.015Search in Google Scholar

Girard, T., Anitsal, M. M., & Anitsal, I. (2013). The role of logos in building brand awareness and performance: Implications for entrepreneurs. Entrepreneurial Executive, 18, 7–16.Search in Google Scholar

Henderson, P. W., & Cote, J. A. (1998). Guidelines for Selecting or Modifying Logos. Journal of Marketing, 62, 14–30. https://doi. org/10.1177/00222429980620020210.1177/002224299806200202Search in Google Scholar

Henderson, P. W., Cote, J. A., Leong, S. M., & Schmitt, B. (2003). Building strong brands in Asia: Selecting the visual components of image to maximize brand strength. International Journal of Research in Marketing, 20(4), 297–313. https://doi.org/10.1016/j. ijresmar.2003.03.001Search in Google Scholar

Houtkoop, B. L., Chambers, C., Macleod, M., Bishop, D. V. M., Nichols, T. E., & Wagenmakers, E.-J. (2018). Data Sharing in Psychology: A Survey on Barriers and Preconditions. Advances in Methods and Practices in Psychological Science, 1(1), 70–85. https://doi. org/10.1177/251524591775188610.1177/2515245917751886Search in Google Scholar

Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141. https://doi.org/10.1086/20854410.1086/208544Search in Google Scholar

Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, 16(8), 545–555. https://doi.org/10.1057/bm.2008.510.1057/bm.2008.5Search in Google Scholar

Jacobs, L., Keown, C., Worthley, R. and Ghymn, K. (1991) ‘Cross-Cultural Color Comparisons: Global Marketers Beware!’, International Marketing Review 8(3): 21–30 https://doi.org/10.1108/0265133911013727910.1108/02651339110137279Search in Google Scholar

Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709–726. https://doi.org/10.1093/jcr/ucv04910.1093/jcr/ucv049Search in Google Scholar

Jun, J. W., Cho, C.-H., & Kwon, H. J. (2008). The role of affect and cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382–398. https://doi.org/10.1057/bm.2008.1110.1057/bm.2008.11Search in Google Scholar

Khoury, C. K., Kisel, Y., Kantar, M., Barber, E., Ricciardi, V., Klirs, C., Kucera, L., Mehrabi, Z., Johnson, N., Klabin, S., Valiño, Á., Nowakowski, K., Bartomeus, I., Ramankutty, N., Miller, A., Schipanski, M., Gore, M. A., & Novy, A. (2019). Science–graphic art partnerships to increase research impact. https://doi.org/10.1038/s42003-019-0516-110.1038/s42003-019-0516-1Search in Google Scholar

Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727. https://doi.org/10.1007/s11747-010-0245-y10.1007/s11747-010-0245-ySearch in Google Scholar

Landis, J.R. & Koch, G.G. (1977). The measurement of observer agreement for categorical data. Biometrics, 33(1), 159-74. https://doi.org/10.2307/252931010.2307/2529310Search in Google Scholar

Machado, J. C., de Carvalho, L. V., Torres, A., & Costa, P. (2015). Brand logo design: Examining consumer response to naturalness. Journal of Product & Brand Management, 24(1), 78–87. https://doi.org/10.1108/JPBM-05-2014-060910.1108/JPBM-05-2014-0609Search in Google Scholar

Madden, T.J., Hewett, K. and Roth, M.S. (2000) ‘Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences’, Journal of International Marketing 8(4): 90–107. https://doi.org/10.1509/jimk. in Google Scholar

MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53, 1–23. https://doi.org/10.1177/00222429890530040110.1177/002224298905300401Search in Google Scholar

Mandler, G. (1980). Recognizing: The Judgment of Previous Occurrence. Psychological Review, 87, 252–271. https://doi. org/10.1037/0033-295X.87.3.25210.1037/0033-295X.87.3.252Search in Google Scholar

Miceli, G. “Nino,” Scopelliti, I., Raimondo, M. A., & Donato, C. (2014). Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures: Visual and conceptual dimensions in logo evaluation across exposures. Psychology & Marketing, 31(10), 886–899. https://doi.org/10.1002/mar.2074110.1002/mar.20741Search in Google Scholar

O’Connor, Z. (2011). Logo colour and differentiation: A new application of environmental colour mapping. Color Research & Application, 36(1), 55–60. https://doi.org/10.1002/col.2059410.1002/col.20594Search in Google Scholar

Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66(2), 180–187. https://doi.org/10.1016/j.jbusres.2012.07.01110.1016/j.jbusres.2012.07.011Search in Google Scholar

Peralta, C., & Moultrie, J. (2010). Collaboration between designers and scientists in the context of scientifc research: A literature review. DS 60: Proceedings of DESIGN 2010, the 11th International Design Conference, 1643–1652Search in Google Scholar

Pittard, N., Ewing, M., & Jevons, C. (2007). Aesthetic theory and logo design: Examining consumer response to proportion across cultures. International Marketing Review, 24(4), 457–473. https://doi.org/10.1108/0265133071076102610.1108/02651330710761026Search in Google Scholar

R Core Team (2016). R: A Language and Environment for Statistical Computing [Computer software manual]. Vienna: R Core Team.Search in Google Scholar

Ridgway, J., & Myers, B. (2014). A study on brand personality: Consumers’ perceptions of colours used in fashion brand logos. International Journal of Fashion Design, Technology and Education, 7(1), 50–57. https://doi.org/10.1080/17543266.2013.87798710.1080/17543266.2013.877987Search in Google Scholar

Romberg, S., & Lienhart, R. (2013). Bundle min-hashing for logo recognition. Proceedings of the 3rd ACM Conference on International Conference on Multimedia Retrieval - ICMR ’13, 113. https://doi.org/10.1145/2461466.246148610.1145/2461466.2461486Search in Google Scholar

Salgado-Montejo, A., Velasco, C., Olier, J. S., Alvarado, J., & Spence, C. (2014). Love for logos: Evaluating the congruency between brand symbols and typefaces and their relation to emotional words. Journal of Brand Management, 21(7–8), 635–649. https://doi.org/10.1057/bm.2014.2910.1057/bm.2014.29Search in Google Scholar

Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783-789. https://doi.org/10.1108/00251740610673332 Tanaka, J. W., & Presnell, L. M. (1999). Color diagnosticity in object recognition. Perception & Psychophysics, 61(6), 1140-1153. https://doi.org/10.3758/BF0320761910.3758/BF03207619Search in Google Scholar

van den Bosch, A. L. M., de Jong, M. D. T., & Elving, W. J. L. (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10(2), 108–116. https://doi.org/10.1108/1356328051059692510.1108/13563280510596925Search in Google Scholar

van der Lans, R., Cote, J. A., Cole, C. A., Leong, S. M., Smidts, A., Henderson, P. W., Bluemelhuber, C., Bottomley, P. A., Doyle, J. R., Fedorikhin, A., Moorthy, J., Ramaseshan, B., & Schmitt, B. H. (2009). Cross-National Logo Evaluation Analysis: An Individual-Level Approach. Marketing Science, 28(5), 968–985. https://doi.org/10.1287/mksc.1080.046210.1287/mksc.1080.0462Search in Google Scholar

van Grinsven, B., & Das, E. (2016). I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation. In P. Verlegh, H. Voorveld, & M. Eisend (Eds.), Advances in Advertising Research (Vol. VI) (pp. 379–393). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_2910.1007/978-3-658-10558-7_29Search in Google Scholar

Walsh, M. F., Page Winterich, K., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76–84. https://doi.org/10.1108/1061042101103342110.1108/10610421011033421Search in Google Scholar

Walsh, M. F., Page Winterich, K., & Mittal, V. (2011). How re-designing angular logos to be rounded shapes brand attitude: Consumer brand commitment and self-construal. Journal of Consumer Marketing, 28(6), 438–447. https://doi.org/10.1108/0736376111116595810.1108/07363761111165958Search in Google Scholar

Watson, S., Thornton, C. G., & Engelland, B. T. (2010). Skin color shades in advertising to ethnic audiences: The case of African Americans. Journal of Marketing Communications, 16(4), 185-201. https://doi.org/10.1080/1352726080270758510.1080/13527260802707585Search in Google Scholar

Wedel, M., & Pieters, R. (2015). The buffer effect: The role of color when advertising exposures are brief and blurred. Marketing Science, 34(1), 134-143. https://doi.org/10.1287/mksc.2014.088210.1287/mksc.2014.0882Search in Google Scholar

Wichmann, F. A., Sharpe, L. T., & Gegenfurtner, K. R. (2002). The contributions of color to recognition memory for natural scenes. Journal of Experimental Psychology: Learning, Memory, and Cognition, 28(3), 509. https://doi.org/10.1037/0278-7393.28.3.50910.1037/0278-7393.28.3.509Search in Google Scholar

Wickham, H. (2016). Elegant Graphics for Data Analysis Second Edition. New York, NY: Springer-VerlagSearch in Google Scholar

Whitfield, T.W. and Wiltshire, T.J. (1990) ‘Color Psychology: A Critical Review’, Genetic, Social and General Psychology Monographs, 116, 387–411.Search in Google Scholar

World Intellectual Property Organization. (2019). Retrieved fromhttps://www3.wipo.int/branddb/en/Search in Google Scholar

Wurm, L. H., Legge, G. E., Isenberg, L. M., & Luebker, A. (1993). Color improves object recognition in normal and low vision. Journal of Experimental Psychology: Human perception and performance, 19(4), 899. https://doi.org/10.1037/0096-1523.19.4.89910.1037/0096-1523.19.4.899Search in Google Scholar

Ye, G., & Van Raaij, W. F. (2004). Brand equity: Extending brand awareness and liking with signal detection theory. Journal of marketing communications, 10(2), 95-114. https://doi.org/10.1080/1352726041000169379410.1080/13527260410001693794Search in Google Scholar

Yip, A. W., & Sinha, P. (2002). Contribution of color to face recognition. Perception, 31(8), 995-1003. https://doi.org/10.1068/p337610.1068/p3376Search in Google Scholar

Articles recommandés par Trend MD

Planifiez votre conférence à distance avec Sciendo