Design, personality traits and consumer response to brand logos

Joana Machado; Anna Torres; Leonor Vacas de Carvalho; Patrício Costa

Design, personality traits and consumer response to brand logos

Joana Machado, Anna Torres, Leonor Vacas de Carvalho, Patrício Costa

Research output: Contribution to conference › Paper › peer-review

114 Downloads

Abstract

Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions.

Original language	English
Publication status	Published - May 2018
Event	13th Global Brand Conference - Northumbria University, Newcastle, United Kingdom Duration: 2 May 2018 → 4 May 2018

Conference

Conference	13th Global Brand Conference
Country/Territory	United Kingdom
City	Newcastle
Period	2/05/18 → 4/05/18

Keywords

Brand logo
Design
Consumer behavior
Personality traits
Big five

Access to Document

39948587Final published version, 598 KBLicence: Unspecified

http://hdl.handle.net/10400.14/36414Licence: Unspecified

Cite this

@conference{a2148fc218b8404dad5ab0271c15e569,

title = "Design, personality traits and consumer response to brand logos",

abstract = "Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers{\textquoteright} responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions.",

keywords = "Brand logo, Design, Consumer behavior, Personality traits, Big five",

author = "Joana Machado and Anna Torres and {Vacas de Carvalho}, Leonor and Patr{\'i}cio Costa",

year = "2018",

month = may,

language = "English",

note = "13th Global Brand Conference ; Conference date: 02-05-2018 Through 04-05-2018",

}

TY - CONF

T1 - Design, personality traits and consumer response to brand logos

AU - Machado, Joana

AU - Torres, Anna

AU - Vacas de Carvalho, Leonor

AU - Costa, Patrício

PY - 2018/5

Y1 - 2018/5

N2 - Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions.

AB - Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions.

KW - Brand logo

KW - Design

KW - Consumer behavior

KW - Personality traits

KW - Big five

M3 - Paper

T2 - 13th Global Brand Conference

Y2 - 2 May 2018 through 4 May 2018

ER -

Design, personality traits and consumer response to brand logos

Abstract

Conference

Keywords

Access to Document

Fingerprint

Cite this