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    Rights statement: The final publication is available at Springer via http://dx.doi.org/10.1057/s41262-022-00271-z

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The anthropomorphic brand logo and its effect on perceived functional performance

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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The anthropomorphic brand logo and its effect on perceived functional performance. / Daryanto, Ahmad; Alexander, Nicholas; Kartika, Gilang.
In: Journal of Brand Management, Vol. 29, No. 3, 31.05.2022, p. 287-300.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Daryanto, A, Alexander, N & Kartika, G 2022, 'The anthropomorphic brand logo and its effect on perceived functional performance', Journal of Brand Management, vol. 29, no. 3, pp. 287-300. https://doi.org/10.1057/s41262-022-00271-z

APA

Daryanto, A., Alexander, N., & Kartika, G. (2022). The anthropomorphic brand logo and its effect on perceived functional performance. Journal of Brand Management, 29(3), 287-300. https://doi.org/10.1057/s41262-022-00271-z

Vancouver

Daryanto A, Alexander N, Kartika G. The anthropomorphic brand logo and its effect on perceived functional performance. Journal of Brand Management. 2022 May 31;29(3):287-300. Epub 2022 Jan 25. doi: 10.1057/s41262-022-00271-z

Author

Daryanto, Ahmad ; Alexander, Nicholas ; Kartika, Gilang. / The anthropomorphic brand logo and its effect on perceived functional performance. In: Journal of Brand Management. 2022 ; Vol. 29, No. 3. pp. 287-300.

Bibtex

@article{229a494b656b417ab4eb57e972f7e9a6,
title = "The anthropomorphic brand logo and its effect on perceived functional performance",
abstract = "Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers{\textquoteright} perceptions of an associated product{\textquoteright}s or service{\textquoteright}s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.",
keywords = "Brand logo, logo anthropomorphism, Perceived functional performance, Logo association, Logo self-connection",
author = "Ahmad Daryanto and Nicholas Alexander and Gilang Kartika",
note = "The final publication is available at Springer via http://dx.doi.org/10.1057/s41262-022-00271-z",
year = "2022",
month = may,
day = "31",
doi = "10.1057/s41262-022-00271-z",
language = "English",
volume = "29",
pages = "287--300",
journal = "Journal of Brand Management",
issn = "1479-1803",
publisher = "Palgrave Macmillan",
number = "3",

}

RIS

TY - JOUR

T1 - The anthropomorphic brand logo and its effect on perceived functional performance

AU - Daryanto, Ahmad

AU - Alexander, Nicholas

AU - Kartika, Gilang

N1 - The final publication is available at Springer via http://dx.doi.org/10.1057/s41262-022-00271-z

PY - 2022/5/31

Y1 - 2022/5/31

N2 - Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.

AB - Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.

KW - Brand logo

KW - logo anthropomorphism

KW - Perceived functional performance

KW - Logo association

KW - Logo self-connection

U2 - 10.1057/s41262-022-00271-z

DO - 10.1057/s41262-022-00271-z

M3 - Journal article

VL - 29

SP - 287

EP - 300

JO - Journal of Brand Management

JF - Journal of Brand Management

SN - 1479-1803

IS - 3

ER -