Work

Exploring The Effect of Logos With Animals

Year: 2024

Type: conference-paper

Abstract: Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

Source: Association of Marketing Theory and Practice Conference (AMTP)

DOI: 10.20429/amtp.2024.37

Author: Can Trinh

Institution: Troy University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4414760754

FWCI:

Cites:

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Related to: 10