Cross-National Logo Evaluation Analysis: An Individual-Level Approach

نویسندگان

  • Ralf van der Lans
  • Joseph A. Cote
  • Catherine A. Cole
  • Siew Meng Leong
  • Ale Smidts
  • Pamela W. Henderson
  • Christian Bluemelhuber
  • Paul A. Bottomley
  • John R. Doyle
  • Alexander Fedorikhin
  • Janakiraman Moorthy
  • B. Ramaseshan
  • Bernd H. Schmitt
چکیده

T universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable approach allows cluster probabilities to be country specific. Rather than a priori defined clusters, our procedure provides a posteriori cross-national logo clusters based on consumer response similarity. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness, naturalness, and harmony are universal design dimensions. Responses (affect, shared meaning, subjective familiarity, and true and false recognition) to logo design dimensions (elaborateness, naturalness, and harmony) and elements (repetition, proportion, and parallelism) are also relatively consistent, although we find minor differences across clusters. Our results suggest that managers can implement a global logo strategy, but they also can optimize logos for specific countries if desired.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Contextualizing Obesity and Diabetes Policy: Exploring a Nested Statistical and Constructivist Approach at the Cross-National and Subnational Government Level in the United States and Brazil

Background This article conducts a comparative national and subnational government analysis of the political, economic, and ideational constructivist contextual factors facilitating the adoption of obesity and diabetes policy.   Methods We adopt a nested analytical approach to policy analysis, which combines cross-national statistical analysis with subnational case study comparisons to examine...

متن کامل

An Alternative Secondary Goal Approach to Modify Cross Efficiency Evaluation in Data Envelopment Analysis

The cross efficiency evaluation is used to performance measurement of decision making units in data envelopment analysis concept. One of the most important shortcoming of this method is existing alternative optimal solution and therefore, the efficiency scores are not unique. We are going to summarize the pervious models proposed by researchers and suggest an alternative secondary goal approach...

متن کامل

اثربخشی مشاوره گروهی با رویکرد معنادرمانی برکاهش احساس تنهایی مردان سالمند

Objectives The elderly are an increasing social group in the present society which has gained importance in the age pyramid of our country. The present study aimed to examine the effects of group counseling based on "logo-therapy" as a method of rehabilitation to reduce loneliness in elderly men. Methods & Materials This was a quasi-experimental study with pretest posttest and contro...

متن کامل

Spoligologos: A Bioinformatic Approach to Displaying and Analyzing Mycobacterium tuberculosis Data

Spacer oligonucleotide (spoligotyping) analysis is a rapid polymerase chain reaction-based method of DNA fingerprinting the Mycobacterium tuberculosis complex. We examined spoligotype data using a bioinformatic tool (sequence logo analysis) to elucidate undisclosed phylogenetic relationships and gain insights into the global dissemination of strains of tuberculosis. Logo analysis of spoligotypi...

متن کامل

Inequities in Antenatal Care, and Individual and Environmental Determinants of Utilization at National and Sub-national Level in Pakistan: A Multilevel Analysis

Background Nationally representative surveys are vital for gauging progress in health and planning health services. However, often marred with inadequate analysis to provide any guidance to health policy and planning. Most recent Pakistan Demographic and Health Survey (PDHS) 2012-2013 is an inclusive nationally representative investigation. Nonetheless, its published report offers limited evide...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:
  • Marketing Science

دوره 28  شماره 

صفحات  -

تاریخ انتشار 2009