营销
独创性
霍夫斯泰德的文化维度理论
徽标(编程语言)
突出
Logos圣经软件
维数(图论)
分类
品牌管理
上诉
业务
多样性(控制论)
广告
心理学
计算机科学
社会心理学
政治学
人工智能
数学
创造力
操作系统
程序设计语言
法学
纯数学
作者
Anna Torres,Joana César Machado,Leonor Vacas de Carvalho,Michel van de Velden,Patrício Costa
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2019-05-13
卷期号:28 (3): 317-329
被引量:8
标识
DOI:10.1108/jpbm-10-2017-1632
摘要
Purpose 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.
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