Winning the battle of corporate/brand images: An image-focused model for selection of names and logos

Safavi, Farrokh

doi:10.1057/bm.1996.19

Cited by 3 publications

(3 citation statements)

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“…It is very common to examine brand logo design using regression (Henderson and Cote, 1998; Rettie et al , 2005), structural equations (Bagozzi and Yi, 1988; Batra et al , 2012) or semiotic frame (Perussia, 1988) approaches. In addition, Safavi (1996) developed an image-focused model for the selection of names and logos. The KE method was unusual in the logo research field.…”

Section: Discussionmentioning

confidence: 99%

Research on logo design and evaluation of youth education brands based on visual representation

Zhu

Cao

2017

JPBM

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Purpose The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different characteristics that impact liking a logo. The logos of youth education brands were explored in this study. Design/methodology/approach The Kansei engineering (KE) method was employed in this research. In total, 115 logos of youth education brands were collected and classified into three categories: abstract, natural and text mark. Then 12 of these logos were selected as representative samples. A set of 171 Kansei pairwise image words was collected, and 14 of them were chosen for further investigation. The psychological projection experiment was conducted based on a five-point Likert-scale questionnaire with 120 participants. Three statistical methods including cluster analysis, factor analysis and correlation analysis were combined for the data analysis. Findings The results show that four factors affect liking a logo including a sense of contemporaneity, a sense of esthetics, a feeling of interest and a sense of style. Accordingly, the weights of these four factors are proposed. The positive correlation between logo characteristics and liking a logo was also verified. In addition, the classification results of this study confirm the wide use of natural and English text mark logos in youth education brands. Originality/value The results could guide designers and managers in selecting or modifying logo design for achieving a positive effective response. This is the first research on logo design characteristics linked with industry domains. This study also contributes to the KE approach to investigate the relative impact of logo characteristics on liking a logo.

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Section: Discussionmentioning

confidence: 99%

Research on logo design and evaluation of youth education brands based on visual representation

Zhu

Cao

2017

JPBM

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“…The stimulus provided by the farms focus, as shown by diverse authors (for example, [17,1,32]), in the atmosphere of the farm (surrounding landscape, demarcated region, infrastructure, for example, the access to the farm), the region's culture, enogastronomy, the care about the details of the farm decoration (in both the outdoor and indoor spaces, the harmonious combination of spaces, etc.) in the interface of the service provided [30], (for example, the technology involved, either on the farm or at the site level, or for the management of information and the human component), on the quality, variety and innovation of the service provided in each farm, the price strategy (including promotions), in the dissemination strategies (public relations, activities carried out in the farm) [4,19,26,29], and networks created to the potentiation of the wine tourism in the region (partnerships, coopetition and associations) [3,14,18]. Table 1.…”

Section: Research Question and Analysis Modelmentioning

confidence: 99%

The Effect of Wine Tourism Experiences on Wine Brands

Correia¹,

Meneses²,

David³

2016

ujm

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Wine tourism takes on a clear hedonic dimension, being especially prone to the design of experiences. The characteristics of wine tourism makes this product quite compatible with the predominantly rural areas of the several tourist proposals thus seen as a higher capacity of sustainable development. Most of the studies that characterize the wine tourism experiences have a clear focus on the demand side. This paper aims at obtaining a greater insight into the leverage of the wine brands through positive experiences associated with wine tourism. It is therefore essential to the understanding of this point to measure the perception of wine tourism entrepreneurs about the variables that change, influence and lead the consumer to act. Sustained on the Grounded Theory, a deep analysis of the perception that the cellars/farms have about the effect of their touristic offer on their wine brands was carried out. Although there is no use of concrete measures on the supply-side, there is the conviction of a reciprocal leverage effect between wine tourism experiences and wine brands.

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“…Another significant gap was the influence of CI over BI. Safavi (1996) presented a model named ‘anatomy of the brand image’, wherein he incorporated the power of CI over BI. The study included corporates’ activity, character and value, market domain and size as the significant elements representing the CI.…”

Section: Introductionmentioning

confidence: 99%

Antecedents of Customer Loyalty and Word of Mouth: A Study on Consumer Durables in Emerging Economies

Upamannyu

Rajput

Bhakar

2021

FIIB Business Review

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In the era of Marketing 4.0, where customers and companies interact online as well as offline, an immense need to understand the actions and reactions of a potential customer is generated. The expectation of the customer is sure to rise in the time ahead. There are challenges for organizations to prove their sustainability with all this. Among all challenges, developing loyalty among customers remains foremost, keeping into consideration the supremacy of customer loyalty (CL) in influencing other customers by using word of mouth (WOM). Organizations strategically use many tools to maintain a positive WOM and its image, that is, corporate image (CI) and brand image (BI) lead the confrontation. This article reveals that people are very rational while buying durables. The customer evaluates the CI and BI differently to buy high-priced and low-priced electronic products, which is a price-sensitive industry. The finding indicates that CI and BI have a significant impact on CL and WOM in the case of both high-priced and low-priced products, with a strong distinction in their intensity. Organizations must understand the presence of variation, as a loyal customer is the right source of positive WOM. Furthermore, the contribution of gender towards CL, BI and WOM is not seen, but is present in CI. Thus, the study provides new phenomena for using CI and BI as marketing tools to improve CL and WOM.

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Winning the battle of corporate/brand images: An image-focused model for selection of names and logos

Cited by 3 publications

References 0 publications

Research on logo design and evaluation of youth education brands based on visual representation

Research on logo design and evaluation of youth education brands based on visual representation

The Effect of Wine Tourism Experiences on Wine Brands

Antecedents of Customer Loyalty and Word of Mouth: A Study on Consumer Durables in Emerging Economies

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