Brand Logo Characteristics and Its Effect on Product Representation

• Main Authors: Dorelene Kate So Valencia, 鄭明媚
• Other Authors: Yung-Cheng Shen
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/49485736469081360626

碩士 === 國立臺灣師範大學 === 管理研究所 === 104 === Logos are visual symbols used by many to promote instant recognition. The aim of this research was to investigate how abstract and figurative logos affect product representation. The experiment in this thesis compared product category associations of 8 abstract logos and 8 figurative logos, with level of personal agency as moderator. Seventy-four participants associated assigned logos with as many product categories as they see fit. Abstract logos had significantly more associations than figurative logos. The participants were then classified into high or low-level agents using the Behavioral Identification Form questionnaire . High-level agents significantly associated more product categories with abstract logos than low-level agents, but not with figurative logos. The results also show that abstract logos were associated with superordinate and imagery product categories, whereas subordinate and functional categories were associated with figurative logos. It was also found that abstract logos have significantly weaker association strengths than figurative logos. These findings indicate that abstract and figurative logos significantly differ in how consumers associate product categories with them.