Cross-National Logo Evaluation Analysis: An Individual-Level Approach

Ralf van der Lans (), Joseph A. Cote (), Catherine A. Cole (), Siew Meng Leong (), Ale Smidts (), Pamela W. Henderson (), Christian Bluemelhuber (), Paul A. Bottomley (), John R. Doyle (), Alexander Fedorikhin (), Janakiraman Moorthy (), B. Ramaseshan () and Bernd H. Schmitt ()
Additional contact information
Ralf van der Lans: Rotterdam School of Management, Erasmus University, 3000 DR Rotterdam, The Netherlands
Joseph A. Cote: Department of Marketing, Washington State University, Vancouver, Washington 98686
Catherine A. Cole: Henry B. Tippie College of Business, University of Iowa, Iowa City, Iowa 52242
Siew Meng Leong: NUS Business School, National University of Singapore, Singapore 117592
Ale Smidts: Rotterdam School of Management, Erasmus University, 3000 DR Rotterdam, The Netherlands
Pamela W. Henderson: New Edge/The Brewery, Richland, Washington 99352
Christian Bluemelhuber: Centre Emile Bernheim, Solvay Brussels School of Economics and Management, Université Libre de Bruxelles, 1050 Brussels, Belgium
Paul A. Bottomley: Cardiff Business School, Cardiff University, Cardiff CF10 3EU, United Kingdom
John R. Doyle: Cardiff Business School, Cardiff University, Cardiff CF10 3EU, United Kingdom
Alexander Fedorikhin: Kelley School of Business, Indiana University, Indianapolis, Indiana 46202
Janakiraman Moorthy: Indian Institute of Management Calcutta, Calcutta, India 700104
B. Ramaseshan: School of Marketing, Curtin University of Technology, Perth, Western Australia 6845, Australia
Bernd H. Schmitt: Columbia Business School, Columbia University, New York, New York 10027
Authors registered in the RePEc Author Service: Christian Blümelhuber

Marketing Science, 2009, vol. 28, issue 5, 968-985

Abstract: 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.

Keywords: design; logos; international marketing; standardization; adaptation; structural equation models; Gibbs sampling; concomitant variable; Bayesian; mixture models (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (18)

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Working Paper: Cross-National Logo Evaluation Analysis: An Individual Level Approach (2008)
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:28:y:2009:i:5:p:968-985

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