Beyond logo as a piece of art: What does a logo communicate about a service brand?

نوع المستند : المقالة الأصلية

المؤلفون

1 كلية التجارة و ادارة الاعمال جامعة حلوان

2 كلية االتجارة و ادارة الاعمال جامعة حلوان

المستخلص

The effect of logo perception on branding tangible products is well documented in the literature. Nevertheless, few attempts have investigated this relationship in services. This research investigates the role of logo perception in service branding. Our research attempts to fill the knowledge gap in literature and extends the impact of logo perception by finding out what logo perception can communicate about a service brand. This is achieved by employing mixed methods through exploratory and confirmatory phases to develop a scale measuring logo perception and assessing its impact on service brand image and brand loyalty. Findings of this research contribute significantly to the literature of services branding. This research extends the scale of brand logo perception beyond the traditional view of logo as a piece of art to include a dimension reflecting service brand association. This magnifies the role of logos in signaling theory and service branding. The scale measuring brand logo perception is an added value to marketers interested in evaluating visual branding initiatives

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 26، العدد 1 - الرقم المسلسل للعدد 2
الجزء الثاني...أبحاث متخصصة في إدارة الأعمال
يناير 2025
الصفحة 798-829

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