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Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Foroudi, P., Melewar, T.C., Gupta, S (2014) Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67 (11). pp. 2269-2281. ISSN 01482963 (ISSN). (doi:10.1016/j.jbusres.2014.06.015) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/j.jbusres.2014.06.015

Abstract

This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the favorability of the corporate logo; and (2) what are the main influences of this favorability on corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The findings from the consumers' perspectives in the context of a financial setting, suggest that the main factors that bear influence on a favorable corporate logo (antecedents) are: corporate name, design, and typeface. The findings reveal the importance of the company's corporate logo in enhancing the corporate image, attitude toward advertisements, recognizability, familiarity, and corporate reputation. Key implications for managers and researchers are highlighted.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2014.06.015
Uncontrolled keywords: Corporate image, Corporate logo, Corporate reputation, Corporate visual identity, Design, Typeface
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Tracey Pemble
Date Deposited: 22 Aug 2014 11:22 UTC
Last Modified: 29 May 2019 13:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/42647 (The current URI for this page, for reference purposes)
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