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Resistance of external stakeholders to logo change : the influence of evaluation, fit, and costs

Pierik, A. (2015) Resistance of external stakeholders to logo change : the influence of evaluation, fit, and costs.

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Abstract:This study examines the factors that influence the degree of resistance of external stakeholders towards a logo change. The objective was to identify which factors are most influential in relation to the degree of resistance, allowing organizations to get a better understanding of resistance to logo change. Method: Because of the exploratory nature of this project the first study is a case study that examines the characteristics and factors of real resistances situations. By researching the internet, twenty two international, national and regional cases were identified and examined to explore the factors that influence the emergence of resistance. Study 1 ends with a list of possible factors that could influence the emergence of resistance after a logo change. The purpose of Study 2 is to determine which factors are the most important factors. Twenty two experts from national and regional operating communication and/or advertising agencies participated in this study. The experts ranked the factors extracted from Study 1. The most important influential factor at the top, and the least influential factor at the bottom. This results in a top 3 of the most important factors. The purpose of Study 3 is to examine the possible effects of the top 3 factors influencing the emergence of resistance after a logo change. An online experiment (2x2x2) with 409 respondents is conducted to find these effects. Results: Study 1 identified eleven factors that are of influence regarding resistance after a logo change. These are profit/nonprofit, period of existence old logo, degree of logo change, involvement, evaluation, distinctiveness, costs, fit, choice design agency, process of introduction and lack of information. The experts of Study 2 stated that the factors ‘costs’, ‘evaluation’ and ‘fit’ are most influential factors towards the emergence of resistance of external stakeholders. During Study 3 a main effect was found for ‘fit’ and ‘evaluation’. The resistance after a logo change was lower when the logo concerns a high fit. This also applies to evaluation. The resistance was lower when the logo concerns a high evaluation. No effect was found regarding the factor ‘costs’. No interaction effects were found. Conclusions: The factors evaluation and fit are of most influence towards the emergence of resistance after a logo change. The factors costs, involvement, lack of information, degree of logo change, period of existence, communication about the change, profit/nonprofit and choice of design agency are factors that could be of importance towards the emergence of resistance. This factors are supported by theoretical findings and the results of the first study. An organization that opts for a logo change could use this list of factors as a checklist during the logo change process. By taken each factor into account, the organization can make an informed choice of how to change a logo to create the least amount of resistance.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68609
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