The Influence of Advertising Logo Characteristics on Audience Perceptions of a Nonprofit Theatrical Organization

The investment in a logo is generally justified because of its ability to visually articulate an organization's identity. This exploratory research investigates the relationship between consumers' perceptions of a logo, the organization it represents and the organization's performance by focusing on a nonprofit performing arts group. Path analysis results indicate significant relationships between the perceived image of the logo and organizational perceptions, and between organizational perceptions and audience perceptions of performances presented by an organization. Analyses also reveal significant relationships between logo attractiveness and recognizability and audience perceptions of a theatrical group's performances. Implications of these findings are discussed.