Please use this identifier to cite or link to this item: https://doi.org/10.1287/mksc.1080.0462
Title: Cross-national logo evaluation analysis: An individual-level approach
Authors: Van Der Lans, R.
Cote, J.A.
Cole, C.A.
Leong, S.M. 
Smidts, A.
Henderson, P.W.
Bluemelhuber, C.
Bottomley, P.A.
Doyle, J.R.
Fedorikhin, A.
Moorthy, J.
Ramaseshan, B.
Schmitt, B.H.
Keywords: Adaptation
Bayesian
Concomitant variable
Design
Gibbs sampling
International marketing
Logos
Mixture models
Standardization
Structural equation models
Issue Date: 2009
Source: Van Der Lans, R., Cote, J.A., Cole, C.A., Leong, S.M., Smidts, A., Henderson, P.W., Bluemelhuber, C., Bottomley, P.A., Doyle, J.R., Fedorikhin, A., Moorthy, J., Ramaseshan, B., Schmitt, B.H. (2009). Cross-national logo evaluation analysis: An individual-level approach. Marketing Science 28 (5) : 968-985. ScholarBank@NUS Repository. https://doi.org/10.1287/mksc.1080.0462
Abstract: The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired. © 2009 INFORMS.
Source Title: Marketing Science
URI: http://scholarbank.nus.edu.sg/handle/10635/43858
ISSN: 07322399
DOI: 10.1287/mksc.1080.0462
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

SCOPUSTM   
Citations

36
checked on Dec 7, 2017

WEB OF SCIENCETM
Citations

31
checked on Nov 22, 2017

Page view(s)

55
checked on Dec 10, 2017

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.