Please use this identifier to cite or link to this item:
|Title:||Cross-national logo evaluation analysis: An individual-level approach||Authors:||Van Der Lans, R.
Structural equation models
|Issue Date:||2009||Citation:||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.
checked on Jan 26, 2023
WEB OF SCIENCETM
checked on Jan 26, 2023
checked on Feb 2, 2023
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.