Rights statement: The final publication is available at Springer via http://dx.doi.org/10.1057/s41262-022-00271-z
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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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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 -