Beyond Logo as a Piece of Art: What Does a Logo Communicate about a Service Brand?
| المصدر: | مجلة البحوث المالية والتجارية |
|---|---|
| الناشر: | جامعة بورسعيد - كلية التجارة |
| المؤلف الرئيسي: | El-Naggar, Rasha Abdel Aziz (Author) |
| مؤلفين آخرين: | Salaheldin, Salaheldin Ismail (Co-Author) , Gamaleldin, Mai Shawky (Co-Author) |
| المجلد/العدد: | ع1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2025
|
| الشهر: | يناير |
| الصفحات: | 798 - 829 |
| ISSN: |
2090-5327 |
| رقم MD: | 1550767 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Branding | Brand Logo | Service Branding | Brand Image | Brand Loyalty | Perceived Switching Cost | Visual Branding
|
| رابط المحتوى: |
| المستخلص: |
The effect of logo perception on branding tangible products is well documented in 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 |
|---|---|
| ISSN: |
2090-5327 |
عناصر مشابهة
-
Design Innovation Brand Innovativeness and Brand Equity Evidence from Mobile Users in Egypt
بواسطة: El Naggar, Rasha منشور: (2018) -
The Role of Marketing Vigilance in Enhancing the Brand of Mobilis in Algeria: An Opinion Survey Study of a Sample of Mobilis Customers
بواسطة: Ahmed, Madni منشور: (2024) -
Implementing Dynamic Branding Categories for Designing Cultural Brands Logo
بواسطة: El-Rify, Gihan منشور: (2021) -
The Effect of Advertising Appeals on Brand Health: The Brand Asset Valuator Model as a Mediating Factor
بواسطة: El-Borsaly, Azza Abdel-Kader منشور: (2022) -
Strategies for Presenting and Marketing Islamic Branded Products to Non-Muslim Consumers
بواسطة: Al Thunibat, Mohammad Omar منشور: (2023)
