Connecting the dots between brand logo and brand image
- 24 January 2019
- journal article
- research article
- Published by Emerald in Asia-Pacific Journal of Business Administration
- Vol. 11 (1), 68-87
- https://doi.org/10.1108/apjba-06-2018-0101
Abstract
Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.Keywords
This publication has 77 references indexed in Scilit:
- The role of other customer effect in corporate marketingEuropean Journal of Marketing, 2011
- Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then ImplodedJournal of Business Ethics, 2011
- Country‐of‐origin contingenciesInternational Marketing Review, 2008
- Destination image and destination personalityInternational Journal of Culture, Tourism and Hospitality Research, 2007
- Service quality dimensions: an examination of Grönroos’s service quality modelManaging Service Quality: An International Journal, 2004
- How to Develop a Destination Brand Logo: A Qualitative and Quantitative ApproachScandinavian Journal of Hospitality and Tourism, 2004
- Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternativesStructural Equation Modeling: A Multidisciplinary Journal, 1999
- Corporate Identity and the Advent of Corporate MarketingJournal of Marketing Management, 1998
- Consumers and Their Brands: Developing Relationship Theory in Consumer ResearchJournal of Consumer Research, 1998
- Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand contextJournal of Business Research, 1996