IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i11p2269-2281.html
   My bibliography  Save this article

Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting

Author

Listed:
  • Foroudi, Pantea
  • Melewar, T.C.
  • Gupta, Suraksha

Abstract

This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the favorability of the corporate logo; and (2) what are the main influences of this favorability on corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The findings from the consumers' perspectives in the context of a financial setting, suggest that the main factors that bear influence on a favorable corporate logo (antecedents) are: corporate name, design, and typeface. The findings reveal the importance of the company's corporate logo in enhancing the corporate image, attitude toward advertisements, recognizability, familiarity, and corporate reputation. Key implications for managers and researchers are highlighted.

Suggested Citation

  • Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2269-2281
    DOI: 10.1016/j.jbusres.2014.06.015
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296314002124
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2014.06.015?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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 & Janaki, 2009. "Cross-National Logo Evaluation Analysis: An Individual-Level Approach," Marketing Science, INFORMS, vol. 28(5), pages 968-985, 09-10.
      • van der Lans, R.J.A. & Cote, J.A. & Cole, C.A. & Leong, S.M. & Smidts, A. & Henderson, P.W. & Bluemelhuber, C. & Bottomley, P.A. & Doyle, J.R. & Fedorikhin, A.S. & Janakiraman, M. & Ramaseshan, B. & S, 2008. "Cross-National Logo Evaluation Analysis: An Individual Level Approach," ERIM Report Series Research in Management ERS-2008-055-MKT, 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.
    2. John Balmer & Shaun Powell & Stephen Greyser, 2011. "Explicating Ethical Corporate Marketing. Insights from the BP Deepwater Horizon Catastrophe: The Ethical Brand that Exploded and then Imploded," Journal of Business Ethics, Springer, vol. 102(1), pages 1-14, August.
    3. Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
    4. E. G. West, 1978. "Literacy and the Industrial Revolution," Economic History Review, Economic History Society, vol. 31(3), pages 369-383, August.
    5. Park, C Whan & Lessig, V Parker, 1981. "Familiarity and Its Impact on Consumer Decision Biases and Heuristics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 223-230, September.
    6. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    7. N. F. R. Crafts & C. K. Harley, 1992. "Output growth and the British industrial revolution: a restatement of the Crafts-Harley view," Economic History Review, Economic History Society, vol. 45(4), pages 703-730, November.
    8. Kohli, Chiranjeev & Suri, Rajneesh, 2002. "Creating effective logos: Insights from theory and practice," Business Horizons, Elsevier, vol. 45(3), pages 58-64.
    9. Peter Doyle & John Saunders, 1990. "Multiproduct Advertising Budgeting," Marketing Science, INFORMS, vol. 9(2), pages 97-113.
    10. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    11. T C Melewar & John Saunders, 1999. "International Corporate Visual Identity: Standardization or Localization?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(3), pages 583-598, September.
    12. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu, Shuilong & Hu, Zekun & Li, You & Yuan, Yongna, 2024. "How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge," Technology in Society, Elsevier, vol. 77(C).
    2. Ageeva, Elena & Melewar, T.C. & Foroudi, Pantea & Dennis, Charles, 2019. "Cues adopted by consumers in examining corporate website favorability: An empirical study of financial institutions in the UK and Russia," Journal of Business Research, Elsevier, vol. 98(C), pages 15-32.
    3. Ageeva, Elena & Melewar, T.C. & Foroudi, Pantea & Dennis, Charles & Jin, Zhongqi, 2018. "Examining the influence of corporate website favorability on corporate image and corporate reputation: Findings from fsQCA," Journal of Business Research, Elsevier, vol. 89(C), pages 287-304.
    4. Daniel R Clark & Dan Li & Dean A Shepherd, 2018. "Country familiarity in the initial stage of foreign market selection," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(4), pages 442-472, May.
    5. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    6. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    7. Jeng, Shih-Ping, 2017. "Increasing customer purchase intention through product return policies: The pivotal impacts of retailer brand familiarity and product categories," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 182-189.
    8. Yi-Fen Chen & Shi-Han Chang, 2016. "The online framing effect: the moderating role of warning, brand familiarity, and product type," Electronic Commerce Research, Springer, vol. 16(3), pages 355-374, September.
    9. McClure, Clair & Seock, Yoo-Kyoung, 2020. "The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Aubhik Khan & Michele Boldrin & Larry E. Jones, 2005. "Three Equations Generating an Industrial Revolution," 2005 Meeting Papers 124, Society for Economic Dynamics.
    11. Foroudi, Mohammad Mahdi & Balmer, John M.T. & Chen, Weifeng & Foroudi, Pantea & Patsala, Paschalia, 2020. "Explicating place identity attitudes, place architecture attitudes, and identification triad theory," Journal of Business Research, Elsevier, vol. 109(C), pages 321-336.
    12. Van Kerckhove, Anneleen & Geuens, Maggie & Vermeir, Iris, 2012. "Intention superiority perspectives on preference-decision consistency," Journal of Business Research, Elsevier, vol. 65(5), pages 692-700.
    13. Sinha, Piyush Kumar & Uniyal, Dwarika Prasad, 2016. "Impact of Store format on Shopping Involvement," IIMA Working Papers WP2016-06-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    14. Thu Thanh Tran & Masahiro Moritaka & Susumu Fukuda, 2017. "Country of Origin, Price Consciousness, and Consumer Innovativeness at Food Service Outlets in Developing Markets: Empirical Evidence from Brands of Imported Beef in Vietnam," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(3), pages 50-63, April.
    15. Xiaojing Dong & Ramkumar Janakiraman & Ying Xie, 2014. "The Effect of Survey Participation on Consumer Behavior: The Moderating Role of Marketing Communication," Marketing Science, INFORMS, vol. 33(4), pages 567-585, July.
    16. Sinha, Piyush Kumar & Uniyal, Dwarika Prasad, 2014. "Impact of Store format on Shopping Involvement," IIMA Working Papers WP2014-03-06, Indian Institute of Management Ahmedabad, Research and Publication Department.
    17. Smink, Anne R. & van Reijmersdal, Eva A. & van Noort, Guda & Neijens, Peter C., 2020. "Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses," Journal of Business Research, Elsevier, vol. 118(C), pages 474-485.
    18. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
    19. Lee, Hanjoon & Herr, Paul M. & Kardes, Frank R. & Kim, Chankon, 1999. "Motivated Search: Effects of Choice Accountability, Issue Involvement, and Prior Knowledge on Information Acquisition and Use," Journal of Business Research, Elsevier, vol. 45(1), pages 75-88, May.
    20. Gretry, Anaïs & Horváth, Csilla & Belei, Nina & van Riel, Allard C.R., 2017. "“Don't pretend to be my friend!” When an informal brand communication style backfires on social media," Journal of Business Research, Elsevier, vol. 74(C), pages 77-89.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2269-2281. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.