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    Cross-national logo evaluation analysis: An individual-level approach

    Access Status
    Fulltext not available
    Authors
    van der Lans, R.
    Cote, J.
    Cole, C.
    Leong, S.
    Smidts, A.
    Henderson, P.
    Bluemelhuber, C.
    Bottomley, P.
    Doyle, J.
    Fedorikhin, A.
    Moorthy, J.
    Ramaseshan, Balasubramanian
    Schmitt, B.
    Date
    2009
    Type
    Journal Article
    
    Metadata
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    Citation
    van der Lans, Ralf and Cote, Joseph A. and Cole, Catherine A. and Leong, Siew Meng and Smidts, Ale and Henderson, Pamela W. and Bluemelhuber, Christian and Bottomley, Paul A. and Doyle, John R. and Fedorikhin, Alexander and Moorthy, Janakiraman and Ramaseshan, B. and Schmitt, Bernd H. 2009. Cross-national logo evaluation analysis: An individual-level approach. Marketing Science. 28 (5): pp. 968-985.
    Source Title
    Marketing Science
    DOI
    10.1287/mksc.1080.0462
    ISSN
    07322399
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/39694
    Collection
    • Curtin Research Publications
    Abstract

    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.

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