The psychological effectiveness of logos for public relations performance: A Hispanic student-level marketing approach

Young Joon Lim and Jennifer Lemanski
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Young Joon Lim: Associate Professor, The University of Texas Rio Grande Valley, USA
Jennifer Lemanski: Professor, The University of Texas Rio Grande Valley, USA

Journal of Cultural Marketing Strategy, 2019, vol. 4, issue 1, 42-54

Abstract: This study examines, from a marketing perspective, the psychological impact of logos among the Hispanic population, with particular focus given to measures of public relations performance. Data were collected via an online survey (n = 167) and analysed using hierarchical multiple regression. The results indicate that logos play a key role in public relations performance, and may be used to enhance image, reputation and customer loyalty.

Keywords: public relations performance; Hispanic students; logos; marketing measurement; images; reputation; customer loyalty; personality traits (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:4:i:1:p:42-54

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