Article2017

Evaluating the impact of corporate logos towards corporate reputation

Pantea Foroudi · Khalid Hafeez · Mohammad Mahdi Foroudi

36 citations0/0 files storedQualitative Market Research An International Journal

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. The paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity and recognisability as intermediaries to corporate image and reputation. Design/methodology/approach A qualitative exploratory approach was undertaken, comprising 12 face-to-face interviews and 14 skype in-depth interviews with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory. Findings The study posits that the more favorable the name, colour, typeface and design of the company logo, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behaviour, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of colour in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation and organisation’s corporate communications. Originality/value Corporate logo has received little attention in marketing literature and rarely researched in the context of emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. Therefore, this research makes significant contribution towards the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation).

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1997Dimensions of Brand Personality 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1991Managing Brand Equity 1987Attribution: Perceiving the Causes of Behavior

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