The effect of different animated brand logos on consumer response —— an event-related potential and self-reported study

Peng, Minjing; Liang, Min; Huang, Haiyang; Fan, Jiajia; Yu, Lidan; Liao, Jianjin

doi:10.1016/j.chb.2023.107701

Cited by 7 publications

(3 citation statements)

References 88 publications

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“…Behavioral data showed that participants spent less time making preference decisions related to agent animation than object animation. Neurophysiological data showed that agent animation increased participants' attentional resources and improved their evaluation of brand attitude compared to object animation (Minjing et al ., 2023).…”

Section: Discussionmentioning

confidence: 99%

Investigating the relationship between brand logo, customer satisfaction, attitude and repurchase intention of online services

Akbari,

Nazarzad,

Ghasemi Namaghi

2024

JCMARS

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PurposeIn this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.Design/methodology/approachIn this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.FindingsThe study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.Originality/valueFew studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.

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Section: Discussionmentioning

confidence: 99%

Investigating the relationship between brand logo, customer satisfaction, attitude and repurchase intention of online services

Akbari,

Nazarzad,

Ghasemi Namaghi

2024

JCMARS

View full text Add to dashboard Cite

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“…One study looked at how users interacted with video and animation in ads, finding that low-involvement users tended to prefer animation while high-involvement users were more likely to click on and watch a video (Yoo et al , 2004). Several studies have found that animated logos could positively influence viewer responses for certain types of companies (Brasel and Hagtvedt, 2016; Peng et al , 2023b).…”

Section: Literature Reviewmentioning

confidence: 99%

Brand new: how visual context shapes initial response to logos and corporate visual identity systems

Wertz

2023

JPBM

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Purpose When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced. Design/methodology/approach This study combines a content analysis of 335 posts on the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response. Findings Increased amounts of visual context correlate to an improved response from viewers. Different types of context that can be presented – from logo variations and environmental examples to videos and animation – have varied effects. Practical implications When releasing a new logo, companies and organizations may receive a better response from viewers if they provide more visual context. Animations may also provide an improved response. Originality/value This study takes a novel approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses.

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“…A logo is a graphic design for consumers to identify a company or its products, regardless of whether it contains its name [59]. It is one of the most powerful brand elements [60] because it can deliver brand image, attract attention, increase brand awareness, differentiate, and elicit emotional responses [59,[61][62][63][64][65][66]. A logo is an identification and signature of a company, service, or product [67] and arouses consumers' expectations [59,68].…”

Section: Logo Simplificationmentioning

confidence: 99%

The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

Chiu,

Yang,

2023

Sustainability

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The COVID-19 pandemic started toward the end of 2019 and social distancing requirements imposed worldwide led to the rapid growth of online shopping, adversely impacted the global efforts for environmental protection. This study examines packaging and logos as stimuli to explore visual attention and attraction, arousal, and environmental awareness using eye tracking and a survey questionnaire. The results suggest that reusable packaging can enhance both attention and attraction. As a result, through the comprehensive data of the eye tracker, it was found that the reusable packaging and monotone logo can attract consumers’ attention faster than the original packaging. Post-event independent sample t-tests should prove that reusable packaging can positively impact consumers.

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The effect of different animated brand logos on consumer response —— an event-related potential and self-reported study

Cited by 7 publications

References 88 publications

Investigating the relationship between brand logo, customer satisfaction, attitude and repurchase intention of online services

Investigating the relationship between brand logo, customer satisfaction, attitude and repurchase intention of online services

Brand new: how visual context shapes initial response to logos and corporate visual identity systems

The Intertwining Effect of Visual Perception of the Reusable Packaging and Type of Logo Simplification on Consumers’ Sustainable Awareness

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