Cross-national logo evaluation analysis: An individual-level approach
The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifi...
| Main Authors: | , , , , , , , , , , , , |
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| Format: | Journal Article |
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Institute for Operations Research and the Management Sciences (INFORMS)
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/39694 |
| _version_ | 1848755660512034816 |
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| author | van der Lans, R. Cote, J. Cole, C. Leong, S. Smidts, A. Henderson, P. Bluemelhuber, C. Bottomley, P. Doyle, J. Fedorikhin, A. Moorthy, J. Ramaseshan, Balasubramanian Schmitt, B. |
| author_facet | van der Lans, R. Cote, J. Cole, C. Leong, S. Smidts, A. Henderson, P. Bluemelhuber, C. Bottomley, P. Doyle, J. Fedorikhin, A. Moorthy, J. Ramaseshan, Balasubramanian Schmitt, B. |
| author_sort | van der Lans, R. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired. |
| first_indexed | 2025-11-14T08:59:50Z |
| format | Journal Article |
| id | curtin-20.500.11937-39694 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:59:50Z |
| publishDate | 2009 |
| publisher | Institute for Operations Research and the Management Sciences (INFORMS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-396942018-03-29T09:07:45Z Cross-national logo evaluation analysis: An individual-level approach van der Lans, R. Cote, J. Cole, C. Leong, S. Smidts, A. Henderson, P. Bluemelhuber, C. Bottomley, P. Doyle, J. Fedorikhin, A. Moorthy, J. Ramaseshan, Balasubramanian Schmitt, B. logos Bayesian concomitant variable international marketing structural equation models mixture models Gibbs sampling standardization design adaptation The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired. 2009 Journal Article http://hdl.handle.net/20.500.11937/39694 10.1287/mksc.1080.0462 Institute for Operations Research and the Management Sciences (INFORMS) restricted |
| spellingShingle | logos Bayesian concomitant variable international marketing structural equation models mixture models Gibbs sampling standardization design adaptation van der Lans, R. Cote, J. Cole, C. Leong, S. Smidts, A. Henderson, P. Bluemelhuber, C. Bottomley, P. Doyle, J. Fedorikhin, A. Moorthy, J. Ramaseshan, Balasubramanian Schmitt, B. Cross-national logo evaluation analysis: An individual-level approach |
| title | Cross-national logo evaluation analysis: An individual-level approach |
| title_full | Cross-national logo evaluation analysis: An individual-level approach |
| title_fullStr | Cross-national logo evaluation analysis: An individual-level approach |
| title_full_unstemmed | Cross-national logo evaluation analysis: An individual-level approach |
| title_short | Cross-national logo evaluation analysis: An individual-level approach |
| title_sort | cross-national logo evaluation analysis: an individual-level approach |
| topic | logos Bayesian concomitant variable international marketing structural equation models mixture models Gibbs sampling standardization design adaptation |
| url | http://hdl.handle.net/20.500.11937/39694 |