Empirical method reveals consumer perceptions of logos using bi-polar personality traits, suggesting a consistent evaluation in target populations.
Many companies and sports teams have revised their logos over time in efforts to reposition their brand image. Still, the need for establishing a reliable method to guide this important decision still persists. This study offers an empirical method for selecting logos for companies and/or brands by testing the perceptions of consumers using 16 bi-polar personality traits adapted from the literature. The data were collected from undergraduate marketing students for demonstration purposes. The paper proposes that the perceptions for a logo of multiple samples from the same target population will be the same. The findings support the proposition. Implications and suggestions for future research are discussed.
No takes yet. Share an insight, caveat, or question.
Girard et al. (2010) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: