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Surprise! We changed the logo

Author

Listed:
  • Julien Grobert

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Caroline Cuny

    (MICS - Mathématiques et Informatique pour la Complexité et les Systèmes - CentraleSupélec)

  • Marianela Fornerino

Abstract

– This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched factor, surprise, on perceived congruence in the case of a radical logo change. Design/methodology/approach – A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings – Results show the importance of surprise in the acceptance of a logo change. Brand familiarity and brand attachment affect surprise in opposite ways, such that higher familiarity increases negative surprise, whereas higher attachment enhances positive surprise. Research limitations/implications – This research used a school logo. Because schools represent a particular type of company, brand attachment to another type of brand could be different. The current model needs to be tested in different contexts. Practical implications – Companies must pay special attention when communicating with their most attached consumers. In particular, companies that aim to change their logos must prepare for the change by relying on communications that can lead to positive surprise. Originality/value – This study was conducted in a real context of logo change. It is the first study to focus on the link among familiarity, attachment and surprise when a radical logo change takes place within a company.

Suggested Citation

  • Julien Grobert & Caroline Cuny & Marianela Fornerino, 2016. "Surprise! We changed the logo," Post-Print halshs-01521302, HAL.
    • Handle: RePEc:hal:journl:halshs-01521302
    DOI: 10.1108/JPBM-06-2015-0895
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    Citations

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    Cited by:

    1. Siham Mousa Alhaider, 2023. "Social Distancing During the Pandemic: A Semiotic Approach to Organizational Response through Commercial Branding," World Journal of English Language, Sciedu Press, vol. 13(2), pages 1-8, March.
    2. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    3. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.
    4. Michael F. Walsh & Annie Peng Cui & Deborah J. MacInnis, 2019. "How to successfully introduce logo redesigns," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 365-375, July.
    5. Emanuela Maria AVRAM, 2019. "Brand Logo Perception In A Globalized Society," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 39-46, May.

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