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dc.contributor.authorvan der Lans, R.
dc.contributor.authorCote, J.
dc.contributor.authorCole, C.
dc.contributor.authorLeong, S.
dc.contributor.authorSmidts, A.
dc.contributor.authorHenderson, P.
dc.contributor.authorBluemelhuber, C.
dc.contributor.authorBottomley, P.
dc.contributor.authorDoyle, J.
dc.contributor.authorFedorikhin, A.
dc.contributor.authorMoorthy, J.
dc.contributor.authorRamaseshan, Balasubramanian
dc.contributor.authorSchmitt, B.
dc.date.accessioned2017-01-30T14:36:13Z
dc.date.available2017-01-30T14:36:13Z
dc.date.created2012-02-26T20:00:44Z
dc.date.issued2009
dc.identifier.citationvan 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/39694
dc.identifier.doi10.1287/mksc.1080.0462
dc.description.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.

dc.publisherInstitute for Operations Research and the Management Sciences (INFORMS)
dc.subjectlogos
dc.subjectBayesian
dc.subjectconcomitant variable
dc.subjectinternational marketing
dc.subjectstructural equation models
dc.subjectmixture models
dc.subjectGibbs sampling
dc.subjectstandardization
dc.subjectdesign
dc.subjectadaptation
dc.titleCross-national logo evaluation analysis: An individual-level approach
dc.typeJournal Article
dcterms.source.volume28
dcterms.source.number5
dcterms.source.startPage968
dcterms.source.endPage985
dcterms.source.issn07322399
dcterms.source.titleMarketing Science
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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