WWW.THESES.XLIBX.INFO
FREE ELECTRONIC LIBRARY - Theses, dissertations, documentation
 
<< HOME
CONTACTS



Pages:     | 1 |   ...   | 7 | 8 || 10 | 11 |   ...   | 66 |

«of the AM’s Brand, Corporate Identity and Reputation SIG INSTRUCTIONS FOR THE SESSIONS Sessions chairs The main function of a session chair is to ...»

-- [ Page 9 ] --

The lexical decision task was aimed at measuring the implicit (unconscious) associations between the new or old logos and related brand qualities (Rivière et al., 2013). Participants were instructed to determine as quickly as possible if character strings were real French words or not (lexical decision task) after having been exposed to the old or the new school logos (primes). The test comprised a total of 40 sequences including 20 test and 20 distractive sequences designed to prevent participants from understanding the real objective of the study.

Each sequence was comprised of a fixation point presented at the center of the screen for 500 ms, followed by the presentation of the prime (new or old logo) for 250 ms, and finally by the presentation of the target until the participant produced a response. The 20 test sequences were constituted by the presentation of the primes followed by the presentation of the following words: innovation, prestige, international, openness, management, ready-to-wear, originality, strict, future, dynamism, i.e. related or unrelated qualities of the school’s brand.

Participants were then asked to fill in a questionnaire. They had to answer questions about their resistance to change (Oreg, 2003), their familiarity with the school’s brand (Michel and Vergne, 2004) and their attachment to the school’s brand (Lacoeuilhe and Belaïd, 2007).

Then, they were presented with the old or the new logo of the school and had to evaluate the perceived congruency of the logo with the school’s brand (Fleck, Roux and Darpy, 2005).

Respondents were also asked whether they knew the school had changed its logo and, if yes, whether they had been negatively or positively surprised by the new logo.

Findings Overall, our results demonstrated a greater attachment to the school’s brand for current students (m=5.08) than for entrants (m=4.76), F(1,242)=7.44, p.01, and a greater familiarity with the brand for current students (m=5.72) than for entrants (m=5.13), F(1, 242)=27.78, p.001. So the highest seniority group (current students) showed higher brand attachment and familiarity than the lowest seniority group (entrants). Moreover, current students showed a higher resistance to change (m=3.36) than entrants (m=3.06), F(1, 242)=5.72, p.02.

An ANOVA on perceived congruency with the seniority with the school and the presented logo as between-subject variables demonstrated a significant interaction, F(1, 242)=6.51, p=.01: the old logo was perceived more congruent with the brand by the current students (m=4.71) than by the entrants (m=4.03), p.05, while there was no difference in perceived congruency between the new logo and the brand between the 2 groups (m=4.70 & m=5.01 respectively). In other words, only entrants perceived the old logo as less congruent with the school’s brand.

Figure 1. Effect of seniority with the brand on perceived congruency between the logo and the brand.

Most of the participants knew the school had change its logo, but some did not (n=32). To investigate the impact of surprise on perceived congruency between the logo and the brand, we made a second series of analyses keeping only participants who declared having been aware of the change (n=210). The analyses revealed that surprise had an impact on perceived congruency: the more participants were negatively surprised by the change, the more they perceived the old logo congruent with the brand (B=-.23, p=.02); the more participants were positively surprised by the change, the more they perceived the new logo congruent with the brand (B=.69, p.001).

Moreover, the impact of surprise was not explained by the resistance to change, p.05, but by brand attachment and familiarity, p.05 for both. Finally, overall, entrants were more positively surprised by the change (m=4.46) than current students (m=4.02), F(1, 210)=4.10, p.05.

The analyses of the logo preference, as the choice of a polo shirt with the new or the old logo, showed that overall the polo shirt with the old logo was more frequently chosen, but even more frequently by entrants (84%) than by current students (73%), p.05. When participants knew the school had changed its logo, they mostly chose the polo shirt with the old logo (81%), p.05, while when they did not know about it they equally chose the 2 polo shirts, p.05.

This choice was not explained by resistance to change, attachment, familiarity or perceived congruency, but better by implicit measures. Indeed, the analysis of the reaction times to words after having been primed by the old or the new logo revealed that when entrants chose the polo shirt with the new logo, the new logo was significantly more associated with “future” (RT=591 ms) and “strict” (RT=584 ms), whereas when current students chose the polo shirt with the new logo, it was more associated with “future” (TR=621 ms) and less associated with “originality” (RT=650 ms).

–  –  –

Figure 2. Reaction times of participants who chose the polo shirt with the new logo or the one with the old logo to “Future”, “Originality” and “Strict” after having been primed by the new logo.

Theoretical and practical implications Taken together, our results revealed that brand attachment and familiarity affected perceived congruency between the brand logo and the brand itself. Indeed, entrants, i.e. new customers, less attached to the brand, also perceived the old logo as less congruent, which certainly leads them to better accept the logo change. Surprisingly, resistance to change did not play any role in the perception of congruency of the new brand logo, but surprise did. To accept this change, through a higher perceived congruency between the logo and the brand, any surprise effect should be pleasant. An unpleasant surprise effect may lead to a rejection of the new logo, because it will be perceived as less congruent with the brand. Otherwise, a careful preparation of customers should be planned, through communication for example, in order to avoid any surprise. More precisely, the more the customers are attached to the brand, the most careful brand managers have to be regarding creating a surprise effect, since our results showed that existing customers, i.e. current students, were overall less positively surprised than new customers (entrants). Pre-existing representations of visuals associated with the brand may serve as a reference. Thus, brand managers should monitor surprise, either by avoiding it or by creating positive surprise. Using positive surprise during a process of logo change could have a positive impact on consumers’ perception.





The fact customers more often chose the product with the old logo could also come from a non-preference: they chose the old logo to avoid taking the new one which contains something that does not suit them.

The declarative measures did not well predict the logo preference, i.e. the final choice of the branded polo shirt, whereas implicit measures, did better, both for existing and new customers. These results are consistent with findings in consumer research similarly demonstrating poor or no correlations between explicit and implicit evaluations or attitudes (see Dimofte, 2010), or behavior (Werle and Cuny, 2012). In the present study, implicit test better explained the final preference of customers, consistent with a previous study in a food context (Werle and Cuny, 2012), certainly because elaboration and thinking, underlying explicit testing, is never present or used within the process of choosing a preferred product.

Marketing researchers would benefit from using these methodologies to investigate the impact of various variables on consumer behavior.

Limitations and further research Automatic emotional reactions to logos could be chosen as a theoretical framework to better understand the process behind the choice of a branded product in a context of rebranding.

Future research could furthermore be realized with companies’ brands as it is possible that the level of attachment is different between attachment to a school brand and attachment to companies’ brands.

Originality of the paper The originality of the research lies in the fact that it investigated logo change and its impact on customers’ brand image and preference in a real context of logo change, through explicit, implicit and behavioral measurements.

Keywords Brand attachment, congruency, logo perception, implicit measures, surprise References AAKER, D. (1991) Managing brand equity. Capitalizing on the value of a brand name. New York: Free Press.

DIMOFTE, C.V. (2010) Implicit measures of consumer cognition: A review. Psychology and Marketing. 27 (10). p.921-937.

ELLWOOD, I. (2006) The essential brand book: over 100 techniques to increase brand value. 2nd Ed. London: Kogan Page.

FLECK, N., ROUX, E. & DARPY, D. (2005) La congruence dans le parrainage : définition, rôle et mesure [Congruency in sponsorship situation : definition, role and measurement].

Congrès de l’Association Française du Marketing. Nancy: Mai 2005.

GOTSI, M. & ANDRIOPOULOS, C. (2007) Understanding the pitfalls in the corporate rebranding process. Corporate Communications: An International Journal. 12 (4). p.341-355.

HATCH, M.J. & SCHULTZ, M. (2003) Bringing the corporation into corporate branding.

European Journal of Marketing. 37. p.1041-1064.

HENDERSON, P.W. & COTE, J.A. (1998) Guidelines for selecting or modifying logos.

Journal of Marketing. 62 (2). p.14–30.

KAPFERER, J.N. (1997) Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 2nd Ed. London: Kogan Page.

KAPFERER, J.N. (2008) The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page.

KELLER, K. (2003) Strategic Brand Management. Building, measuring and managing brand equity. 2nd Ed. Upper Saddle River, New Jersey: Prentice Hall.

LACOEUILHE, J. & BELAÏD, S. (2007) Quelle(s) mesure(s) pour l’attachement à la marque ? [Which scale(s) using for measuring brand attachment?]. Revue Française du Marketing.

213 (3). p.7-25.

MELEWAR, T. C., KARAOSMANOGLU, E. & PATERSON, D. (2005) Corporate identity:

Concept, components and contribution. Journal of General Management. 31. p.59-81.

MICHEL, G. & VERGNE, J.F. (2004) Comment expliquer l’attachement aux e-marques ?

Application aux sites de vente en ligne [How to explain e-brand’s attachment? An application to websites]. Congrès de l’Association Française du Marketing. Saint-Malo: Mai 2004.

MULLER B., KOCHER B. & CRETTAZ A. (2013) The effects of visual rejuvenation through brand logos. Journal of Business Research. 66 (1). p.82-88.

OREG, S. (2003) Resistance to Change: Developing an Individual Differences Measure.

Journal of Applied Psychology. 88 (4). p.680-693.

PITTARD, N., EWING, M. & JEVONS, C. (2007) Aesthetic theory and logo design:

examining consumer response to proportions across cultures. International Marketing Review. 24 (4). p.457-473.

RIVIÈRE, P., CUNY, C., ALLAIN, G. & VEREIJKEN, C. (2013) Digging deeper: Using implicit tests to define consumers’ semantic network. International Journal of Market Research. 5 (3). p.7-23.

WERLE, C. & CUNY, C. (2012) The boomerang effect of mandatory sanitary messages to prevent obesity. Marketing Letters. 23 (3). p.883-891.

Philosophy by design: Explicating the creative legacies of Ogilvy, Bernbach and Burnett in contemporary (critical) branding thought El-Amir, Ayman Purpose As the field of advertising broadens its managerial scope from communicating to integrating the branding process (Schultz et al., 1994; O’Guinn et al., 2006; Moriarty et al., 2012), its central process of creativity has shifted orientation from the classic-artistic to the progressive- scientific practice that renders the former’s evolution as a ‘historical background’ from which it progressed, falling into the managerial trap of “bias towards progress” (Vink, 1992, p.220; Reid et al., 1998; Ashley & Oliver, 2010). The progressivescientific orientation’s concern with efficiency and technological developments threatens to streamline and, eventually, de-humanize the process of brand creativity/design (Reid et al., 1998; Ashley & Oliver, 2010; Holt & Cameron, 2010), which this paper aims to rescue. By adopting a historical perspective (Vink, 1992; Tadajewski & Brian-Jones, 2014), it will critically interrogate the intellectual heritage of creative brand design embodied in the classic-artistic practices/legacies of the revolutionary advertisements of Ogilvy, Bernbach and Burnett; the key figures of the creative revolution of American advertising in the 1950/60’s (Fox, 1984), so as to explicate the capability of critical thought in creative brand design to transform critical ideology, in an increasingly progressive managerial environment, into authentic and effective ‘big ideas’ capable to enrich and imbue brands with sophisticated, compelling and relevant meanings (Reid et al., 1998; Ashley & Oliver, 2010; Holt & Cameron, 2010).

Method To achieve its goal, this paper utilizes an inductive (archeological-like) theory-building method of historical research in marketing, which, according to Vink (1992), enables us to closely interrogate -- through the simultaneous deconstruction and cross-examination of evidence-- the contents of the professional and intellectual artifacts/work (ads/package/poster designs, autobiographies, articles, and speeches) by and/or on Ogilvy, Bernbach and Burnett to explicate their mental maps, which are seldom expressed in their work beyond immediate observation/reflection, whereby they navigated the managerial challenges of their time. The concepts developed from these maps will establish the links (similarities and differences) between their managerial theories-in-action and those underpinning contemporary branding thought so as to, ultimately, guide the transformation of critical ideology into authentic and effective (big-idea) brand designs.

Findings Despite being decades apart, the ideological concerns of the creative advertising revolutionaries commensurate with those of contemporary critical branding theory in their opposition to the progressive-scientific (psycho-economic) (Keller, 2008; De Chernatony,



Pages:     | 1 |   ...   | 7 | 8 || 10 | 11 |   ...   | 66 |


Similar works:

«Tech Throwdown: Invincea FreeSpace™ vs. “Micro-Virtualization” May 2014 Table of Contents Summary A Hot Market – Advanced Threat Protection for the Endpoint Hype Meets Real World – Let’s do a Throwdown Architectural Comparison Invincea FreeSpace Virtual Container Architecture “Micro-Virtualization” Virtual Container Architecture Hardware Dependencies Virtual Desktop Infrastructure (VDI) Limitations Microsoft Volume Licensing Required – can double desktop license costs No...»

«J AY KRISTOFF LAS G UE R R AS DE L LOTO PRIMER CAPÍTULO ientras la maza de guerra se abalanzaba sobre su cabeza, Yukiko pensó que debería de haberle hecho caso a su padre. Rodó hacia un lado en el mismo instante en que su escondrijo de hojas y ramas reventaba en mil pedazos; los pétalos de azalea cayeron suavemente sobre los hombros del oni como copos de nieve perfumados. El demonio se cernía amenazante sobre ella, con sus tres metros de altura, sus colmillos de hierro y sus largas uñas...»

«Welcome to RISE WEEK 2011 Funding Your Start-Up Hosted by Alan Bickerstaff Partner Andrews Kurth LLP Copyright 2011 Andrews Kurth LLP and Alan Bickerstaff. All rights reserved. Overview • Current Financing Market • Seed Financing • Venture Financing • Bootstrapping • Government Funding • Questions & Answers • Appendix A – Key Terms • Appendix B – An Entrepreneur’s Guide to Venture Capital Financing Terms • Appendix C – Example Term Sheet for Series A Preferred Stock...»

«'•• • ; W$ \i a t il R • M' »'t». *arf* Fig. 1. Arnold Schoenberg, The Red Gaze, 1910, oil. Courtesy Arnold Schoenberg Institute, Los Angeles. University of California Press Berkeley and Los Angeles, California University of California Press London, England Copyright© 1996 by The Regents of the University of California Library of Congress Cataloging-in-Publication Data Harrison, Thomas J., 1955the emancipation of dissonance / Thomas Harrison. p. cm. Includes bibliographical...»

«Cooking With Mangroves 36 Indonesian Mangrove Recipes Adapted from Yayasan Mangrove by Mangrove Action project INDONESIA INDONESIA COOKING WITH MANGROVES 25 indonesian mangrove recipes adapted with permission from Yayasan Mangrove by Mangrove Action Project indonesia layout & design ben brown translation ben brown Illustrations Kuilu, ibnu, ben, tri, AIMS December 2006 Introduction In order to discover new recipes, a study tour was arranged During MAP’s years working in the mangroves of...»

«INFORMATION CAPSULE Research Services Vol. 1108 Christie Blazer, Supervisor March 2012 MAJORITY OF ENTERPRISE RESOURCE PLANNING (ERP) PROJECTS FAIL M-DCPS IS A RARE EXCEPTION At a Glance A high percentage of ERP projects are classified as failures, leaving organizations with only partially functioning systems or, worse yet, with no ERP systems at all. Those that do succeed usually take significantly longer than expected and encounter staggering budget overruns. This Information Capsule...»

«http://dx.doi.org/10.1090/surv/145 Mathematical Surveys and Monographs Volume 145 Simple Groups of Finite Morley Rank Tuna Altinel Alexandre V. Borovik Gregory Cherlin American Mathematical Society Providence, Rhode Island EDITORIAL C O M M I T T E E J e r r y L. B o n a Michael G. E a s t w o o d R a l p h L. C o h e n Michael P. Loss J. T. Stafford, C h a i r 2000 Mathematics Subject Classification. P r i m a r y 03C60, 03C98, 03C45, 20A15, 20D05, 20E42, 20G05, 20G10, 20G20, 20G40, 20B07,...»

«Language and colonialism. Applied linguistics in the context of creole communities. Isabelle L´glise, Bettina Migge e To cite this version: Isabelle L´glise, Bettina Migge. Language and colonialism. Applied linguistics in the context e of creole communities. Marlis Hellinger & Anne Pauwels. Language and Communication : Diversity and Change. Handbook of Applied Linguistics, Mouton de Gruyter, pp.297-338, 2007. halshs-00292388 HAL Id: halshs-00292388...»

«Ravensworth Operations Procedure Sustainable Development RAV SD PLN 0046 CUMNOCK NO.1 COLLIERY – COAL MINE PARTICULATE MATTER CONTROL BEST MANAGEMENT PRACTICE DETERMINATION RAV SD PLN 0046 Status: Pending Effective: 29/06/2012 Page 1 of 26 Cumnock No.1 Colliery – Coal Mine Particulate Version: 0.1 Review: N/A Matter Control Best Management Practice Determination THIS DOCUMENT IS UNCONTROLLED UNLESS VIEWED ON THE INTRANET Ravensworth Operations Procedure Sustainable Development Contents...»

«INTERNATIONAL CONFERENCE ON ENGINEERING AND PRODUCT DESIGN EDUCATION 10 & 11 SEPTEMBER 2009, UNIVERSITY OF BRIGHTON, UK STYLE-BRANDING, AESTHETIC DESIGN DNA Bob EVES1 and Jon HEWITT2 Bournemouth University Motorola Limited ABSTRACT This paper is a continuation from papers presented at previous PDE, EPDE and SEED conferences. The paper outlines research being developed by the Creative Design Research Group and taught on design courses, in the School of Design, Engineering and Computing at...»

«WEDNESDAY COLLIES (SMOOTH) COLLIES (SMOOTH). Puppy 6 and under 9 months Dogs. 5 TAMARON’S DEAL OR NO DEAL, WQ-312,664, Aug 14, 2009. Breeder: Trudy M. Taphorn. By Tamaron The Real Deal CH Blossom Hill Tamaron’s Promise. Trudy M. Taphorn & Kelly Anthony. 7 LONG ACRE’S PHOENIX, DN-251,740/01, Jul 16, 2009. Breeder: Mary E. Benedict. By CH Camloch Sophistication CH Riverrun Intoxicating. Mary E. Benedict. Krista Hansen, Agent. 9 FOGGY BAY STAMPEDE, DN-257,058/01, Aug 12, 2009. Breeder:...»

«Proof of the (n/2 − n/2 − n/2) Conjecture for large n Yi Zhao ∗ Dept. of Mathematics, Statistics, and Computer Science University of Illinois at Chicago Abstract Let G be an n-vertex graph in which at least n/2 of the vertices have degree at least n/2. We prove that when n is sufficiently large, G contains all trees with at most n/2 edges as subgraphs and this is essentially best possible. Our result verifies a conjecture of Loebl (for large n) and also gives a tight upper bound for the...»





 
<<  HOME   |    CONTACTS
2016 www.theses.xlibx.info - Theses, dissertations, documentation

Materials of this site are available for review, all rights belong to their respective owners.
If you do not agree with the fact that your material is placed on this site, please, email us, we will within 1-2 business days delete him.