Skip to main content

Anthropomorphic responses to new-to-market logos

Buy Article:

$47.50 plus tax (Refund Policy)

To examine design antecedents and consumer responses to ascriptions of anthropomorphic features for logos, we applied a best-practices conceptual framework to evaluate 120 US collegiate sports logos. Data collected from three logo experts and 119 consumers indicate that (1) processing fluency mediates the relationship between elaborateness and all logo personality dimensions, and (2) ascriptions of aggressiveness (negatively) and activeness (positively) influence consumer affect and purchase intentions. These findings imply that universities should benefit from brand management informed by anthropomorphic ascriptions to their sports logos. Possible future research could consider the effect of sports logo elements (i.e. colour, parallelism, symbolic meaning) on yet-to-be-assessed anthropomorphic ascriptions.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: animism; anthropomorphism; logo design; logos; personality; purchase intent; sports

Document Type: Research Article

Affiliations: New Mexico State University, USA

Publication date: 2013-01-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more