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The communicative value of corporate logos : assessing assimilation effects between logo characteristics and the context information about an organization

Grunwald, L. (2016) The communicative value of corporate logos : assessing assimilation effects between logo characteristics and the context information about an organization.

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Abstract:This study investigates the assimilation effect between the characteristics of an organization and the evaluation of a new logo. Next to the evaluation, logo characteristics are given, which are required to be associated with the logos. It is of interest if specific logo characteristics are still stable when the context information about an organization is given. In total, 106 participants completed an online experiment. To assess the associations with various logotypes (Circular and angular shape/complete and incomplete typeface) scales including logo characteristics were used. To assess the evaluation of a new logo within the context of the organization, a scale including statements for evaluation was used. Univariate analyses of variance were carried out to explore effects between the variables. Circular shaped logos were stronger associated with as well circular as angular characteristics. Complete and incomplete typefaces were associated with the opposite characteristics. The context information about the organization played only partly a role in the judgment of the organization’s logo. Assimilation effects were not present in the majority of the cases. Therefore, a corporate logo might not communicate the desired values of organizations. They should state their values clearly, resulting in their visual appearance undoubtedly displaying what they stand for.
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/70418
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