The anthropomorphic brand logo and its effect on perceived functional performance

Daryanto, Ahmad and Alexander, Nicholas and Kartika, Gilang (2022) The anthropomorphic brand logo and its effect on perceived functional performance. Journal of Brand Management, 29 (3). pp. 287-300. ISSN 1479-1803

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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.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Brand Management
Additional Information:
The final publication is available at Springer via http://dx.doi.org/10.1057/s41262-022-00271-z
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
165456
Deposited By:
Deposited On:
04 Feb 2022 09:50
Refereed?:
Yes
Published?:
Published
Last Modified:
24 May 2022 14:35