Anthropomorphic responses to new-to-market logos

To examine design antecedents and consumer responses to ascriptions of anthropomorphic features for logos, we applied a best-practices conceptual framework to evaluate 120 US collegiate sports logos. Data collected from three logo experts and 119 consumers indicate that (1) processing fluency mediat...

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Bibliographic Details
Published in:Journal of marketing management 2013-01, Vol.29 (1-2), p.122-140
Main Authors: Payne, Collin R., Hyman, Michael R., Niculescu, Mihai, Huhmann, Bruce A.
Format: Article
Language:English
Subjects:
animism
Anthropomorphic arts
Anthropomorphism
Best practice
Brands
College sports
Consumer behavior
Consumer behaviour
Emotions
logo design
Logos
Marketing
personality
purchase intent
Sports
Studies
Symbolism
U.S.A
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Summary:To examine design antecedents and consumer responses to ascriptions of anthropomorphic features for logos, we applied a best-practices conceptual framework to evaluate 120 US collegiate sports logos. Data collected from three logo experts and 119 consumers indicate that (1) processing fluency mediates the relationship between elaborateness and all logo personality dimensions, and (2) ascriptions of aggressiveness (negatively) and activeness (positively) influence consumer affect and purchase intentions. These findings imply that universities should benefit from brand management informed by anthropomorphic ascriptions to their sports logos. Possible future research could consider the effect of sports logo elements (i.e. colour, parallelism, symbolic meaning) on yet-to-be-assessed anthropomorphic ascriptions.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2013.770413