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The anthropomorphic brand logo and its effect on perceived functional performance

Author

Listed:
  • Ahmad Daryanto

    (Lancaster University)

  • Nicholas Alexander

    (Lancaster University)

  • Gilang Kartika

    (Lancaster University)

Abstract

Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.

Suggested Citation

  • Ahmad Daryanto & Nicholas Alexander & Gilang Kartika, 2022. "The anthropomorphic brand logo and its effect on perceived functional performance," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 287-300, May.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:3:d:10.1057_s41262-022-00271-z
    DOI: 10.1057/s41262-022-00271-z
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    2. Patrizi, Michela & Šerić, Maja & Vernuccio, Maria, 2024. "Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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