Cross-national logo evaluation analysis: An individual-level approach
MetadataShow full item record
The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired.
Showing items related by title, author, creator and subject.
An exploration of the global development of emerging country multinationals : a study of strategic ambitions and talent management in China and IndiaLiu, Yi (2012)Since Jim O’Neill, the Goldman Sachs economist, coined the acronym of the BRIC countries in 2001 the concept has attracted an infectious logic. The growth of the four BRIC countries, Brazil, Russia, India, and China, is ...
Order of presentation of dimensions did not systematically bias utility weights from a discrete choice experimentNorman, Richard; Kemmler, G.; Viney, R.; Pickard, A.; Gamper, E.; Holzner, B.; Nerich, V.; King, M. (2016)Background: Discrete choice experiments (DCEs) are increasingly used to value aspects of health. An issue with their adoption is that results may be sensitive to the order in which dimensions of health are presented in ...
Order of Presentation of Dimensions Does Not Systematically Bias Utility Weights from a Discrete Choice ExperimentNorman, Richard; Kemmler, G.; Viney, R.; Pickard, A.; Gamper, E.; Holzner, B.; Nerich, V.; King, M. (2016)© 2016 International Society for Pharmacoeconomics and Outcomes Research (ISPOR)Background Discrete choice experiments (DCEs) are increasingly used to value aspects of health. An issue with their adoption is that results ...