E-viri
Recenzirano
Odprti dostop
-
Daryanto, Ahmad; Alexander, Nicholas; Kartika, Gilang
Journal of brand management, 05/2022, Letnik: 29, Številka: 3Journal Article
Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.
Vnos na polico
Trajna povezava
- URL:
Faktor vpliva
Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
---|
Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
---|
Vir: Osebne bibliografije
in: SICRIS
To gradivo vam je dostopno v celotnem besedilu. Če kljub temu želite naročiti gradivo, kliknite gumb Nadaljuj.