Making an exciting brand big: Brand personality, logo size and brand evaluation

Cai, Yuanyuan; Mo, Tingting

doi:10.1002/cjas.1545

Cited by 11 publications

(8 citation statements)

References 35 publications

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“…The full meaning of a logo is achieved through the symbolic potential of its expressive forms ( Llorente-Barroso and García-García, 2015 ), and is developed through connections generated by communication structures surrounding the brand ( Kelly, 2017 ). The shape of a logo and its size are features that are powerful enough to influence the perception of a brand and its personality ( Jiang et al, 2016 ; Cai and Mo, 2019 ), while its colors create a strong identification used to engender consumer confidence in the brand ( Jin et al, 2019 ).…”

Section: Discussionmentioning

confidence: 99%

The Corporate Purpose of Spanish Listed Companies: Neurocommunication Research Applied to Organizational Intangibles

2020

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Purpose driven companies have developed their corporate culture with a commitment to stakeholders, Sustainable Development Goals, and social responsibility, prioritizing the management of organizational intangibles over capital. The overall objective of this research is to gain knowledge regarding the attention and emotional intensity registered by young Spanish university students when visualizing corporate purpose versus corporate visual identity, as well as the image of the Chairman of the main Spanish companies quoted on the IBEX 35. The techniques of eye tracking and galvanic skin response have been used with 31 Spanish university students. The results suggest that brands with the highest brand equity in the Interbrand (2019) ranking are also the ones that receive the highest levels of attention and emotional arousal, and that a wellformulated corporate purpose is not enough to satisfy the public if company credibility is low due to previous perceptions of an organization.

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Section: Discussionmentioning

confidence: 99%

The Corporate Purpose of Spanish Listed Companies: Neurocommunication Research Applied to Organizational Intangibles

2020

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“…Excitement, according to Cai & Mo (2020), is defined as the condition of being thrilled and craving a specific product or brand. A brand's ability to be considered exciting is based on its ability to be fashionable and adventurous, among other characteristics.…”

Section: Brand Excitementmentioning

confidence: 99%

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Attor

Jibril

Amoah

et al. 2022

Management &Amp; Marketing. Challenges for the Knowledge Society

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With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.

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“…The brand personality of an enterprise is critical (Cai and Mo, 2019). First, entrepreneurs' social interactions can affect corporate branding (Nazir et al, 2020).…”

Section: Comparative Advantages Of Entrepreneurs' Social Interactionmentioning

confidence: 99%

The Influence of Entrepreneurs’ Online Popularity and Interaction Behaviors on Individual Investors’ Psychological Perception: Evidence From the Peer-To-Peer Lending Market

Liu

2022

Front. Psychol.

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Inappropriate social interactions of entrepreneurs can generate negative effects in the peer-to-peer lending market. To address this problem and assist peer-to-peer entrepreneurs in customizing their online interaction strategies, we used the cutting-edge cognitive-experiential self-system conceptual model and studied the relationship between peer-to-peer entrepreneurs’ interactions and financing levels. Online interactive information was categorized as emotional or cognitive, adding the moderator of entrepreneur popularity, and the effect of these interactions on individual investors was analyzed. We found that the entrepreneurs’ online interactive information affected psychological perception of entrepreneurs and their corresponding brand image. The interaction between popularity and interactive information types was significant. The findings imply that less popular entrepreneurs should engage in emotional interactions, while more popular entrepreneurs should choose cognitive interactions. Online interaction created comparative advantages in the financing activities of peer-to-peer companies. These results expand understanding of the psychological facets of the consumer–brand relationship in the digital world, and extend the current literature. This study also highlights key areas of learning and application for both practitioners and scholars of organizational psychology.

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Making an exciting brand big: Brand personality, logo size and brand evaluation

Cited by 11 publications

References 35 publications

The Corporate Purpose of Spanish Listed Companies: Neurocommunication Research Applied to Organizational Intangibles

The Corporate Purpose of Spanish Listed Companies: Neurocommunication Research Applied to Organizational Intangibles

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

The Influence of Entrepreneurs’ Online Popularity and Interaction Behaviors on Individual Investors’ Psychological Perception: Evidence From the Peer-To-Peer Lending Market

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