Same design, same response? Investigating natural designs in international logos

2019 ◽  
Vol 28 (3) ◽  
pp. 317-329 ◽  
Author(s):  
Anna Torres ◽  
Joana César Machado ◽  
Leonor Vacas de Carvalho ◽  
Michel van de Velden ◽  
Patrício Costa
Keyword(s):  
Rating Scales ◽  
Cultural Dimensions ◽  
Response Styles ◽  
Content Type ◽  
Consumer Responses ◽  
Positive Effects ◽  
Logo Design ◽  
Cultural Orientations ◽  
Different Types ◽  
Design Preferences

Purpose This paper aims to investigate the commonalities and asymmetries between consumer responses to different types of natural designs across countries. Design/methodology/approach Data were gathered through a survey in three European countries ranking differently in what concerns Hofstede’s (1981) uncertainty avoidance dimension (UAD). Respondents can vary strongly in the way they interpret and use rating scales, exhibiting a variety of response styles. In the analysis of consumers’ preferences for logo design, this article apply constrained dual scaling (CDS) to account for response styles in categorical data. Findings Results demonstrate the broad appeal of natural logo designs, suggesting that design preferences are similar within countries with different cultural orientations. However, findings indicate that cultural dimensions influence how consumers respond to different types of natural logo designs. Indeed, the positive effects of organic designs are even more salient in countries with higher UAD. Thus, when managers prepare to launch their brands in countries that exhibit more discomfort with uncertainty, they should consider incorporating organic visual identity elements into their logos to achieve the maximum positive affect. Originality/value Companies invest extensive time, research and money in generating, promoting and modifying their logos. This paper provides important implications for international brand managers aiming to build a consistent and favorable brand image. From a methodological perspective, the results come from the analysis of clean data – that is, data after applying CDS, which increases the validity of the cross-country comparison.

scholarly journals Brand logo design: examining consumer response to naturalness

2015 ◽  
Vol 24 (1) ◽  
pp. 78-87 ◽  
Author(s):  
Joana Cesar Machado ◽  
Leonor Vacas de Carvalho ◽  
Anna Torres ◽  
Patrício Costa
Keyword(s):  
Affective Response ◽  
Consumer Response ◽  
Point Of View ◽  
Design Element ◽  
Content Type ◽  
Consumer Responses ◽  
Logo Design ◽  
Different Types ◽  
Fundamental Dimension ◽  
Design Characteristics

Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response. Design/methodology/approach – In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants. Findings – Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs. Practical implications – The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos. Originality/value – This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.

The role of organizational culture in the knowledge management process

2015 ◽  
Vol 19 (3) ◽  
pp. 433-455 ◽  
Author(s):  
Christina Ling-hsing Chang ◽  
Tung-Ching Lin
Keyword(s):  
Organizational Culture ◽  
Knowledge Management ◽  
Customer Service ◽  
Survey Methodology ◽  
Cultural Dimensions ◽  
Content Type ◽  
Knowledge Resources ◽  
Positive Effects ◽  
Wide Range ◽  
The Individual

Purpose – The purpose of the study is to focus on the enhancement of knowledge management (KM) performance and the relationship between organizational culture and KM process intention of individuals because of the diversity of organizational cultures (which include results-oriented, tightly controlled, job-oriented, closed system and professional-oriented cultures). Knowledge is a primary resource in organizations. If firms are able to effectively manage their knowledge resources, then a wide range of benefits can be reaped such as improved corporate efficiency, effectiveness, innovation and customer service. Design/methodology/approach – The survey methodology, which has the ability to enhance generalization of results (Dooley, 2001), was used to collect the data utilized in the testing of the research hypotheses. Findings – Results- and job-oriented cultures have positive effects on employee intention in the KM process (creation, storage, transfer and application), whereas a tightly controlled culture has negative effects. Research limitations/implications – However, it would have been better to use a longitudinal study to collect useful long-term data to understand how the KM process would be influenced when organizational culture dimensions are changed through/by management. This is the first limitation of this study. According to Mason and Pauleen (2003), KM culture is a powerful predictor of individual knowledge-sharing behavior, which is not included in this study. Thus, this is the second limitation of this paper. Moreover, national culture could be an important issue in the KM process (Jacks et al., 2012), which is the third limitation of this paper for not comprising it. Practical implications – In researchers’ point of view, results- and job-oriented cultures have positive effects, whereas a tightly controlled culture has a negative effect on the KM process intention of the individual. These findings provide evidences that challenge the perspective of Kayworth and Leidner (2003) on this issue. As for practitioners, management has a direction to modify their organizational culture to improve the performance of KM process. Social implications – Both behavioral and value perspectives of the organizational cultural dimensions (results-oriented, tightly control, job-oriented, sociability, solidarity, need for achievement and democracy) should be examined to ascertain their effects firstly on KM culture and then on the KM process intention of the individual. It is hoped that the current study will spawn future investigations that lead to the development of an integrated model which includes organizational culture, KM culture and the KM process intention of the individual. Originality/value – The results-oriented, loosely controlled and job-oriented cultures will improve the effectiveness of the KM process and will also increase employees’ satisfaction and willingness to stay with the organization.

Bridging employee curiosity and service creativity: a new lens

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kuen-Hung Tsai ◽  
Li-li Zheng
Keyword(s):  
Knowledge Sharing ◽  
Service Firms ◽  
Frontline Employees ◽  
Content Type ◽  
Main Research ◽  
Positive Effects ◽  
Task Autonomy ◽  
Different Types ◽  
Underlying Mechanisms ◽  
And Task

PurposeThis study develops a framework to examine how, why and when different traits of employee curiosity affect service creativity by considering the roles of knowledge sharing and task autonomy.Design/methodology/approachTo reduce common method bias, this work separated the variables investigated into three parts, each of which was randomly used to collect data at three different periods. A total of 822 matched questionnaires obtained from frontline employees of service firms provided useable data for hypothesis tests. A moderated mediation approach was employed to analyse the data.FindingsResults are as follows: (1) Deprivation sensitivity, joyous exploration and social curiosity have positive effects on knowledge collecting (KC) and knowledge donating (KD). (2) KD mediates the relationships between the three curiosity traits and service creativity. (3) Task autonomy enhances and suppresses the mediating effects of KC and KD, respectively, on the curiosity–service creativity relationship.Research limitations/implicationsThis study has two main research implications: First, as different types (traits) of employee curiosity have different effects on service creativity, a single-dimensional view of employee curiosity may mask the differences of individual dimension and lead to a oversimplified conclusion. Second, lifting the vein from employee curiosity to service creativity has to consider the roles of knowledge sharing and task autonomy.Originality/valueThis research is the first to contribute to the service innovation literature by revealing the underlying mechanisms through which different types of employee curiosity affect service creativity and uncovering the moderating roles of task autonomy in the process mechanisms.

scholarly journals Examining the effects of interorganizational learning on performance: a meta-analysis

2018 ◽  
Vol 33 (4) ◽  
pp. 574-584 ◽  
Author(s):  
Anni Rajala
Keyword(s):  
Meta Analysis ◽  
Moderating Effects ◽  
Interorganizational Learning ◽  
Content Type ◽  
Positive Effects ◽  
Research Designs ◽  
Different Types ◽  
And Performance ◽  
The Relationship ◽  
Practical Implications

Purpose Relationship learning is viewed as an important factor in enhancing competitiveness and an important determinant of profitability in relationships. Prior studies have acknowledged the positive effects of interorganizational learning on performance, but the performance measures applied have varied. The purpose of this study is to examine the relationship between interorganizational learning and different types of performance. The paper also goes beyond direct effects by investigating the moderating effects of different research designs. Design/methodology/approach This paper applies a meta-analytic approach to systematically analyze 21 independent studies (N = 4,618) to reveal the relationship between interorganizational learning and performance. Findings The findings indicate that interorganizational learning is an important predictor of performance, and that the effects of interorganizational learning on performance differ in magnitude under different research conditions. Research limitations/implications The paper focuses on interorganizational learning, and during the data collection, some related topics were excluded from the data search to retain the focus on learning. Practical implications The study evinces the breadth of the field of interorganizational learning and how different research designs affect research results. Moreover, this meta-analysis indicates the need for greater clarity when defining the concepts used in studies and for definitions of the concepts applied in the field of interorganizational learning to be unified. Originality/value This study is the first to meta-analytically synthesize literature on interorganizational learning. It also illuminates new perspectives for future studies within this field.

Examining relationships among cultural factors and expectations of CSR

2019 ◽  
Vol 23 (4) ◽  
pp. 427-443
Author(s):  
Minsoo Kim ◽  
Candace White ◽  
Chansouk Kim
Keyword(s):  
Cultural Values ◽  
Structural Equation ◽  
Statistical Tests ◽  
Cultural Factors ◽  
Cultural Dimensions ◽  
Equation Modeling ◽  
Content Type ◽  
Different Types ◽  
The Relationship

Purpose Studies have explored expectations of corporate social responsibility (CSR) among cultures, but findings are mixed. A more nuanced view of cultural dimensions rather than using Hofstede’s aggregate country scores can offer a stronger empirical foundation for studying the effects of culture. Based on two cultural dimensions and Carroll’s four-dimensional model of CSR, the purpose of this paper is to test the relationship between individualistic/collectivistic values and individuals’ expectations of different types of responsibilities (economic, legal, ethical and philanthropic), the relationship between long-term values and individuals’ expectations of different types of responsibilities and the degree of skepticism about CSR related to these values. Design/methodology/approach This study surveyed panel participants in two countries, South Korea (collectivistic and long term) and the USA (individualistic and short term), chosen because they are at extreme ends of the cultural values continuum. Multi-dimensional aspects of the cultural variables were tested in the samples rather than using national scores as proxy variables for culture. Data were quantitative and various statistical tests including structural equation modeling were used for analysis. Findings The findings show that horizontal collectivism and the planning dimension of long-term orientation are positively associated with CSR expectations, whereas the tradition dimension of long-term orientation is negatively associated with CSR expectations. In addition, vertical individualism is positively associated with skepticism toward CSR activities. Research limitations/implications The differences in types of individual-collectivism (horizontal and vertical) as well as the different aspects of long-term orientation had an effect on the results, pointing to the importance of exploring the nuances of the dimensions as well as the importance of testing them within the sample rather than using aggregated national scores. Originality/value Previous studies that used a proxy variable for culture assumed that collectivistic cultures have higher expectations for CSR. While empirically supporting the assumption of the relationship between cultural factors and CSR expectations at the individual level, the study found that people who view themselves as autonomous within a group but accept inequality within the group (vertical individualism) are more likely to be skeptical of CSR activities and suggests that skepticism about CSR may be more closely related to individual viewpoints or to particular contexts or particular corporations rather than to cultural factors, which has implications for international corporate communication.

Effects of transparent brand communication on perceived brand authenticity and consumer responses

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jing Yang ◽  
Ava Francesca Battocchio
Keyword(s):  
Behavioral Intention ◽  
Marketing Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Cost Transparency ◽  
Brand Authenticity ◽  
Positive Effects ◽  
Underlying Mechanisms ◽  
Practical Implications ◽  
Design Experiments

Purpose This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust and behavioral intentions. Design/methodology/approach Two between-participants factorial design experiments (n = 176 for Study 1 and n = 169 for Study 2) were conducted to examine consumers’ responses to a brand’s cost transparency and production transparency. Findings The results revealed that transparency in the focal brand’s communication of production and cost would increase consumers’ perceptions of the brand’s transparency and authenticity because of its perceived information sensitivity. Such positive effects were found to similarly impact consumers’ attitude, trust and behavioral intention toward the brand. Practical implications The results point to the importance of brand transparency in marketing communication, specifically as it pertains to the influence that the inclusion of transparent cost and production information can have on consumers’ perceptions of authenticity, trust and attitude, as well as how these perceptions translate into behavioral intention. Originality/value To the best of the authors’ knowledge, this study is among the first to explore the differences between production transparency and cost transparency in influencing consumer responses and the underlying mechanisms. The findings also expand to the literature on brand transparency and brand authenticity.

Catch me if you can: effects of AR-enhanced presence on the mobile game experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jihye Park ◽  
Dongwoo Ko
Keyword(s):  
Structural Equation Modeling ◽  
Behavioral Intention ◽  
Structural Equation ◽  
Service Providers ◽  
Equation Modeling ◽  
Content Type ◽  
Consumer Responses ◽  
Mobile Game ◽  
Positive Effects ◽  
Mobile Ar

PurposeThe purpose of the present research was to examine the effects of content, spatial, temporal and social presences stimulated by augmented reality (AR) technology on game enjoyment and continuing behavioral intention.Design/methodology/approachA total of 355 mobile AR game players participated in an online survey posted via the nationwide crowdsourcing web service in the US. A structural equation modeling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.FindingsResults of structural equation modeling revealed the mechanism through which multiple dimensions of presence on the mobile AR game generated positive effects on consumer responses and showed the effects of four dimensions of presence stimulated by the AR technology on game enjoyment, performance and behavioral intention. Content, spatial, temporal and social presences are integrated to create a sense of realness. These dimensions of presence simultaneously increased game enjoyment that influenced the perceived game performance, commitment to it and ultimately the intention to play other mobile AR games.Originality/valueAlthough AR technology brings a unique experience to the game player, research on the effects of its use in mobile games on consumer responses is currently limited. The results of this study add value to the existing mobile game literature and provide practical insights for mobile game service providers on how to enhance players’ game enjoyment and continuing behavior.

Shopping without the fuss: the effect of curation type in clothing subscription adoption on cognitive dissonance and consumer responses

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Olivia Johnson ◽  
Christin Seifert ◽  
Angie Lee
Keyword(s):  
Cognitive Dissonance ◽  
Retail Industry ◽  
Aesthetic Perception ◽  
Emotional Dissonance ◽  
Significant Interaction Effect ◽  
Content Type ◽  
Consumer Responses ◽  
Different Types ◽  
Practical Implications ◽  
Insight Into

PurposeTo address the volatile nature of the retail industry, retailers have adopted clothing subscription services (CSS) to meet the demanding needs of consumers. This study provides insight into different types of CSS, as well as a process by which behavioural intentions are influenced by CSS type through cognitive dissonance (wisdom of purchase and emotional dissonance) and attitude towards the CSS.Design/methodology/approachAn experimental design manipulating the CSS type (full/partial/none) was conducted among 358 US consumers to test the proposed hypotheses.FindingsHayes PROCESS macro model results demonstrated that consumers did not experience more cognitive dissonance towards a partially, fully curated or non-curated CSS. However, a significant interaction effect further uncovered that consumers with high aesthetic perception experience more negative wisdom of purchase towards a fully compared to a partially curated CSS, thereby impacting attitude and behavioural intention towards CSS.Practical implicationsDue to today's rapidly evolving retail industry, retailers endeavouring to engage in this business model should come up with strategies to turn a visitor into a subscriber and decrease hesitation in novice consumers. Moreover, retailers should ascertain consumers’ level of aesthetic perception as it plays an important role in CSS adoption.Originality/valueWe introduced a unique operationalization of CSS types by differentiating between fully, partially and non-curated subscriptions, which are commonly employed in the subscription-box marketplace. The previous literature rarely makes distinctions between these types, although our findings show that consumers perceive them differently.

Adoption of information systems in organizations

2019 ◽  
Vol 33 (2) ◽  
pp. 265-284 ◽  
Author(s):  
Muhammad Arshad ◽  
Mariam Farooq ◽  
Sadia Afzal ◽  
Omer Farooq
Keyword(s):  
Information Systems ◽  
Structural Equation ◽  
Banking Sector ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Institutional Pressures ◽  
Content Type ◽  
Positive Effects ◽  
New Information ◽  
Cultural Orientations

Purpose The purpose of this paper is to determine the factors influencing the adoption of new information systems (IS) in organizations. Based on the institutional theory, this research proposes that organizations may induce their employees to adopt new IS by creating three types of institutional pressure: coercive, normative and mimetic. It is further argued that the effects of these three institutional pressures on employees’ new IS usage depend on their cultural orientations. Design/methodology/approach Model testing relies on data collected from 370 banking sector employees during the implementation of a new “customer relationship management” system. The hypothesized model was tested by using the structural equation modeling technique in MPlus 7.0. Findings The findings of this research reveal that institutional pressures (coercive, normative and mimetic) have positive effects on employees’ attitudes to using the new IS, which, in turn, positively influences their IS usage. In addition, collectivism strengthens the positive effect of coercive and normative forces on attitudes to using the new IS. Conversely, collectivism weakens the effect of the mimetic force on employees’ attitudes to using the new IS. Originality/value This research is among pioneering studies that explain the effect of institutional pressures (coercive, normative and mimetic) on employees’ IS usage. It is the first study of its nature that demonstrates that each of the three institutional pressures has differential effects on employees with highly collectivist orientations in comparison with employees with low collectivist orientations.

Influences of cultural orientations on Emirati women’s careers

2016 ◽  
Vol 45 (5) ◽  
pp. 988-1009 ◽  
Author(s):  
Linzi J. Kemp ◽  
Fang Zhao
Keyword(s):  
Career Development ◽  
United Arab Emirates ◽  
Small Sample ◽  
Cultural Dimensions ◽  
Cultural Perspective ◽  
Content Type ◽  
Women's Careers ◽  
Cultural Orientations ◽  
Business Application ◽  
Women’S Careers

Purpose – The purpose of this paper is to explore how cultural orientations influence Emirati women’s career development. Drawing on the cultural theories of Hofstede (1980, 2001) and House et al. (2004), the authors investigated the cultural orientations of a sample of 19 women in the United Arab Emirates. Design/methodology/approach – In-depth interviews were conducted to collect life history data about women’s early lives, education and employment. Findings – The findings identify three themes that influenced the participant’s careers: family influence on careers, individual-level attitudes toward education for careers, and workplace career development. Research limitations/implications – Limited by the small sample of 19 female national participants that implies further international study is required to extend this research. Practical implications – The business application is that social values, beliefs and norms can be leveraged for women’s career success. Social implications – Policymakers are guided on key factors that influence Emirati women’s careers from a cultural perspective. Originality/value – The study makes a unique theoretical contribution in a model that shows: cultural dimensions are interrelated, cultural values and practices are interdependent, and cultural orientations vary between women and men.

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