Comparative Assessment of Semiotic Effect of Logo on Customer Brand Attitude

Document Type : Research Paper

Authors

1 دانشجوی دکتری

2 Assistant Professor of the Faculty of Arts, Alzahra University, Tehran, Iran

Abstract

Brand attitude is a basic concept pertaining to consumer behavior, which may reinforce that behavior as a relatively stable characteristic of a trademark/brand. Considering a logo is a branded asset, proper logo design will have a positive effect on customer brand attitude. Quality and design serve as distinguishing factors for a logo. Logotype is a graphic inscription used by business owners, institutions, real individuals, etc. to distinguish their name from others. Logos are among the major assets of each brand and play a decisive role in the fate of that brand and business Graphic designers use various methods to improve logo quality and design; the semiotics-based design is a method largely overlooked by designers, and, even, brand managers. Semiotics is turning into a vast science encompassing a number of other sciences and is, in fact, changing to a meta-theory. Semiotics has a broad scope including all areas of human activities. Semiotics defines ‘sign’ as an entity which refers to something else, manifesting in words, images, sounds, smells, flavors, things, movements, and manners; theses become signs when they are assigned meanings. Semiotics deals with the meaningful usage of signs. This paper was an applied, descriptive survey which used the sign classification system of Charles Sanders Peirce, the famous American semiotician, who classified signs into icon, index, and symbol. The population included the customers of the Bank Maskan, Bank Keshavarzi, and Post Bank of Iran in Tehran, 380 of whom were selected through simple random sampling. The data was collected using questionnaires. Reliability and validity were measured using the following tests: factors loading coefficient, combined reliability, Cronbach’s alpha, convergent validity, and divergent validity. The overall fitting of the research model was also assessed. Smart PLS and SPSS were used to analyze the data. The results showed that there was a significant, positive relationship between logos of these banks and their customer brand attitude. Bank logo variable, with a t statistic of 8.563 and a path coefficient of 0.502, had a significant relationship with customer brand attitudes of Bank Keshavarzi, Bank Maskan, and Post Bank of Iran. In other words, logos can foster a positive brand attitude. Logos had the highest effect on brand attitude in the customers of Bank Maskan and had the lowest effect on brand attitude in the customers of Post Bank of Iran. This indicates that the customers established a stronger connection with Bank Maskan’s logo thanks to its iconic nature. This connection was less strong in regard to Bank Keshavarzi’s logo because it was indexical. The symbolic logo of Post Bank of Iran established the weakest connection, showing that this logo was not designed properly and could not make a meaningful connection with the customer mindset. This weak connection may be caused by the symbolic nature of this logo; many customers might have not possibly grasped the meanings hidden beneath this logo and could not establish the proper connection with the design of this logo. 

Keywords


احمدی، بابک (1394)، از نشانه­های تصویری تا متن، نشر مرکز، تهران.
امیری، سمیه (1394)، بررسی مفهوم نشانه­شناختی نشانه و رمزگان در معماری و شهرسازی با تاکید بر معماری و شهراسلامی، مدیریت شهری، شماره 43، صص 423-444.
رجب بلوکات، رضا (1390)، طراحی لوگو و لوگوتایپ برای موسیقی، مقام موسیقایی، شماره 5، صص 159-179.
سپهر، مسعود (1393)، شرحی بر نشانه­ها؛ نشانه­های گرافیک در ارتباط تصویری، هرمس، تهران.
ضیمران، محمد (1383)، درآمدی بر نشانه­شناسی هنر، قصه، تهران.
یزدانی، علیرضا (1396)، درآمدی بر نشانه­شناسی گرافیک معاصر ایران، نظر، تهران.
Aaker, D. A., & Bruzzone, D. E (1981), Viewer perceptions of prime-time television advertising, Journal of Advertising research, 21(5), pp.15-23
Banytė, J; Jokšaitė, E & Virvilaitė, R (2007), Relationship of Consumer attitude and brand: emotional aspect, Engineering economics, 52(2), pp.65-77.
Beerli, A; Martin, J. D & Quintana, A (2004), A model of customer loyalty in the retail banking market, European journal of marketing, 38(1/2), pp.253-275.
De Pelsmacker, P; Geuens, M & Van den Bergh, J (2007), Marketing Communications: AEuropean Perspective, Pearson Education, London.
Foroudi, P (2019), Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance, International journal of hospitality management, (76), pp.271-285.
Forbes (2014), The World's Most Valuable Brands, Retrieved from http://www.forbes.com/ powerfulbrands / list/.
Hatch, M.J & Schultz, M (1997), Relations between organizational culture, identity and image, Eur. J. Mark, 31 (5/6), pp.356–365
Henderson, P.W & Cote, J.A ( 1998), Guidelines for selecting or modifying logos, J. Mark, 62 (2), pp.14-30.
Hynes, N (2008), Color and meaning in corporate logos: An empirical study, palgrare macmillan brand management, 16(8), pp.545-555.
Keller, K.L (1993), Conceptualizing, measuring, and managing customer-based brand equity, J. Mark, 57, pp. 12-20.
Lee, H.J & Kang, M.S (2013), The effect of brand personality on brand relationship, brand attitude and purchase intention with a focus on brand community, Acad. Mark. Stud.J, 17, pp.85–97.
Li, J; Liu, F & Rojas-Méndez, J. I (2013), How international students select offshore programs: the influence of image, attitude, subject norm, and perceived behavioral control, Asia Pacific Education Review, 14(3), pp.381-390.
Martensen, A; Grønholdt, L; Bendtsen, L & Jensen, M. J (2007), Application of a model for the effectiveness of event marketing, Journal of advertising research, 47(3), pp.283-301.
Rubel, A (1994), Tradmarksand the press: A year in review, editor & publisher??????????.
Seyed ghorban, Z; Matanda, M. J & LaPlaca, P (2016), Advancing theory and knowledge in the business-to-business branding literature, Journal of Business Research, 69(8), pp.2664-2677.
Solomon, M. R (2009), Marketing: Real people, real decisions. Pearson Education??????????.
Spears, N & Singh, S.N ( 2004), Measuring attitude towards the brand and purchase intentions, J. Curr. Issues Res. Advert. 26, pp.53–66.
Van Grinsven, B & Das, E (2016), Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude, Journal of marketing communications, 22(3), pp.256-270.
Van Riel, C. B & Balmer, J. M (1997), Corporate identity: the concept, its measurement and management, European journal of marketing, 31(5/6), pp.340-355.
 
Van Riel, C. B & Van den Ban, A (2001), The added value of corporate logos-An empirical study, European Journal of Marketing, 35(3/4), pp.428-440.
Vinzi, V. E; Chin, W. W; Henseler, J & Wang, H (Eds.) (2010), Handbook of Par- tial Least Squares: Concepts, Methods, and Applications, Dordrecht, London, New York.
Whan Park, C; MacInnis, D. J; Priester, J; Eisingerich, A. B & Iacobucci, D (2010), Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers, Journal of marketing, 74(6), pp.1-17.