EconPapers    
Economics at your fingertips  
 

An Examination of Consumers’ Subjective Views that Affect the Favorability of Organizational Logos: An Exploratory Study Using Q Methodology

Angie Chung () and Dennis F. Kinsey
Additional contact information
Angie Chung: Auburn University
Dennis F. Kinsey: Syracuse University

Corporate Reputation Review, 2019, vol. 22, issue 3, 89-100

Abstract: Abstract This study used Q methodology to uncover the different perspectives that exist regarding the factors that affect the favorability of organizational logos. Studies that have examined the factors that influence consumers’ attitudes toward logos have largely used traditional research methods based on measures that have been prespecified by the researcher(s). Q methodology takes a fundamentally different approach—it is a mixture of both qualitative and quantitative aspects of research that allows participants to speak for themselves. In this study, we used unstructured sampling of 50 logos and had 40 participants rank-order the logos from “most appealing” (+ 5) to “most unappealing” (− 5). Three different perspectives emerged from the correlation and factor analysis. The first group preferred logos with bright colors, the second group thought logos with living creatures were appealing, and the third group was attracted to logos evoking a sense of movement. The findings and implications of this Q methodology study can help managers develop more effective communication strategies using organizational logos.

Keywords: Organizational logos; Corporate identity; Corporate reputation; Q methodology; Public relations (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1057/s41299-019-00062-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:crepre:v:22:y:2019:i:3:d:10.1057_s41299-019-00062-4

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41299

Access Statistics for this article

Corporate Reputation Review is currently edited by Guido Berens

More articles in Corporate Reputation Review from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-01-08
Handle: RePEc:pal:crepre:v:22:y:2019:i:3:d:10.1057_s41299-019-00062-4