The effects of visual rejuvenation through brand logos

Müller, Brigitte; Kocher, Bruno; Crettaz, Antoine

doi:10.1016/j.jbusres.2011.07.026

Cited by 92 publications

(104 citation statements)

References 41 publications

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“…A logo is one of business' most outspoken non-verbal cues. The corporate logo is used in the company's communication process to create positive emotions and enhance the recognition of the company and brand (Aaker, 1991;Balmer and Gray, 2000;Downey, 1986;Henderson and Cote, 1998;Melewar, Karaosmanoglu, and Patterson, 2005;Muller et al, 2011;Pittard, Ewing, and Jevons, 2007;Van den Bosch et al, 2005; Van der Lans et al, 2009) and finally obtain a consensual definition among the target audience. Firms must recognize the implications of design for all responses because multiple responses may be elicited (Henderson et al, 2004).…”

Section: H10mentioning

confidence: 99%

“…Several researchers (Balmer and Gray, 2000;Dowling, 1994;Muller et al, 2011;Olins, 1989;Van den Bosch et al, 2005;Van der Lans et al, 2009) suggest that corporate logos are related to corporate image, but they have not examined this relationship. However, the current research provides a validated framework that traces the relationship between the construct of a corporate logo, the factors that influence the favorability of this logo (its antecedents), and its consequences.…”

Section: Implications For Marketing Theorymentioning

confidence: 99%

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Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Foroudi

Melewar

Gupta

2014

Journal of Business Research

204

334

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Section: H10mentioning

confidence: 99%

Section: Implications For Marketing Theorymentioning

confidence: 99%

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Foroudi

Melewar

Gupta

2014

Journal of Business Research

204

334

View full text Add to dashboard Cite

show abstract

“…This approach develops recognition and empathy from stakeholders toward an organisation's logo/brand, allows the audience to define an organisation, and also transmits a company's status through the colours, shapes, texture used (Aaker, 1991;Balmer and Gray, 2000;Downey, 1986;Foroudi et al, 2014;Henderson and Cote, 1998;Melewar et al, 2005;Muller et al, 2011;Pittard et al, 2007;Van den Bosch et al, 2005, 2006Van der Lans et al, 2009). …”

Section: Corporate Logo Backgroundmentioning

confidence: 99%

“…Abdullah et al, 2013;Muller et al, 2011) It has added to the understanding of how multiple online channels contribute to the construction of corporate image. This research allows public relations practitioners to paint a richer portrait of an organisation through dialogue and direct interaction with stakeholders.…”

Section: Introductionmentioning

confidence: 99%

Corporate e-communication

Foroudi

Montes

2017

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Purpose -The purpose of this article is to examine the influence of the corporate logo on the consumer's attitude within corporate e-communication.Design/methodology/approach -This research designed a model and a number of hypotheses, based on previous studies on corporate logo, its antecedents on e-communication, corporate image and corporate reputation. Online survey was conducted consumers and followers of the shopping social networking platforms (Facebook and Twitter) in from Colombia.Findings -Taking into account previous corporate constructs theories, the author proposes a new conceptual framework to explain how corporate e-communication interacts within an organisation's structure, and also to show that the consumer's interaction in corporate ecommunication platforms is based on the corporate logo perception held by consumers; as a consequence, the corporate reputation is affected.Originality/value -This study contributes on the understanding and expansion of the organisation's structure by introducing a new corporate construct, named 'corporate ecommunication', defined as the digital interaction than an organisation has with its stakeholders, it involves everything it says, shows and does. However, there are a few other areas of concern with regard to consequences related to corporate image and corporate reputation, particularly in Colombian retail setting.

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“…Numerous authors (Zhang and Sun, 2009;Keller, 1999;Müller et al, 2013;Lehu, 2004) write about brand rejuvenation, which predominantly encompasses the idea of refreshing the visual aspects of a speciÞ c brand. With this in mind, we can claim that a change in the consumer's understanding of the brand is produced and thus, a change in the consumer-product relationship is achieved.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads

Kolbl¹,

Ruzzier²,

Kolar³

2015

CEBR

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Brand revitalization is a process, which is often necessary when the brand's o er of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly de ned, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand's marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

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The effects of visual rejuvenation through brand logos

Cited by 92 publications

References 41 publications

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Corporate e-communication

Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads

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