Cross-National Logo Evaluation Analysis: An Individual Level Approach

Ralf van der Lans, Joseph Cote, Catherine Cole, Siew Meng Leong, Ale Smidts, Pamela Henderson, Christian Bluemelhuber, Paul Bottomley, John Doyle, Alexander Fedorikhin, M. Janakiraman, Balasubramanian Ramaseshan and Bernd Schmitt
Authors registered in the RePEc Author Service: Christian Blümelhuber

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: The universality of design perception and response is tested using data collected from ten 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. To compare the a posteriori cross-national logo clusters, our approach is integrated with Steenkamp and Baumgartner’s (1998) measurement invariance methodology. Our model reduces the ten 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.

Keywords: Bayesian; Gibbs sampling; adaptation; concomitant variable; design; international marketing; logos; mixture models; standardization; structural equation models (search for similar items in EconPapers)
JEL-codes: C44 M M31 M37 (search for similar items in EconPapers)
Date: 2008-09-02
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Journal Article: Cross-National Logo Evaluation Analysis: An Individual-Level Approach (2009)
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