BibTex RIS Cite

Year 2015, Volume: 36 Issue: 3, 3741 - 3746, 13.05.2015

Nima Bastamı , Mohammad Haghıghı Mahboubeh Ghazalosadat Khazraeı Afzalı

Abstract

References

  • Park CW, Eisingerich AB, Pol G, Park JW, (2013), The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol:66, 0148-2963, Pages:180-187
  • Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18– 32.
  • Janiszewski, C., and T. Meyvis. “Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency andJudgment.” Journal of Consumer Research, Inc.. 28.1 (2001): 18-32. Print.
  • Henderson P W, Cote J A, Leong S M, Schmitt (2003), Building strong brands in Asia: selecting the visual components of image to maximize brand strength, International Journal of Research in Marketing, Dec 2003, Volume: 20 Issue: 4 pp.297-314.
  • Chaplin, Lan Nguyen and Deborah Roedder John (2005), “The Development of Self- Brand Connections in Children and Adolescents,” Journal of Consumer Research, 32 (June), 119-129
  • Kleine, Susan Schultz, Robert E. Kleine, III, and Chris T. Allen (1995), "How is a Possession ‘Me' or ‘Not Me?' Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, 22 (December), 327-343.
  • Park CW, Eisingerich AB, Pol G, Park JW, (2013), The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol:66, 0148-2963, Pages:180-187
  • Escalas, Jennifer Edson, and James R. Bettman. "Self construal, reference groups, and brand meaning." Journal of consumer research 32.3 (2005): 378-389.
  • MacInnis, Deborah J., Stewart Shapiro, and Gayathri Mani. "Enhancing brand awareness through brand symbols." Advances in consumer research 26 (1999): 601-608.
  • Luo, Xueming, and Chitra Bhanu Bhattacharya. "Corporate social responsibility, customer satisfaction, and market value." Journal of marketing 70.4 (2006): 1-18.
  • Park, C. Whan, Bernard J. Jaworski, and Deborah J. Maclnnis. "Strategic brand concept- image management." The Journal of Marketing (1986): 135-145.
  • Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin. "Revenue premium as an outcome measure of brand equity." Journal of Marketing 67.4 (2003): 1-17.
  • Mizik, Natalie, and Robert Jacobson. "The financial value impact of perceptual brand attributes." Journal of Marketing Research 45.1 (2008): 15-32.
  • Wilk, Glen D., Robert M. Wallace, and J. M. Anthony. "High-κ gate dielectrics: Current status and materials properties considerations." Journal of applied physics 89.10 (2001): 5243-5275.
  • Sanders, Stephan J., et al. "Multiple recurrent de novo CNVs, including duplications of the 7q11. 23 Williams syndrome region, are strongly associated with autism." Neuron 70.5 (2011): 863-885.
  • chopani, Sh, (2013) "The effect on the emotional aspects of the brand-consumer relationships young customer with emphasis on loyalty," MA thesis Kish International Campus of Tehran University.
  • Baradaran, M., Abbasi, A., Safarnya, H., 2011, customer Mvsrbrvfadary factors) Case Study of Tejarat Bank of Shiraz (Address Scientific - Research research knowledge and behavior, progress management, Shahed University, nomber.47-2467-482

Studying the role of brand logo to create loyalty in consumers of different products in Tehran

Year 2015, Volume: 36 Issue: 3, 3741 - 3746, 13.05.2015

Nima Bastamı , Mohammad Haghıghı Mahboubeh Ghazalosadat Khazraeı Afzalı

Abstract

Abstract. This study was conducted to investigate the role of brand logo to create loyalty in consumers of different products. In this study, a questionnaire with 55 questions was used for variables. Population of research consisted of all consumers of brand products (Clothing - Food - electronics - Health) in Tehran that among them, 377 were selected by cluster sampling method to answer a research question. To assess the validity of the questionnaire, the content and construct validity was used and its reliability was measured by Cronbach's alpha that the reliability of the questionnaire is 0.954.  Based on the results of the investigation, stating the identity of the customer in logo and functional benefits have impact on customers' logo on cognitive benefit but had no impact on the profit variable aesthetic perception of the brand logo. So cognitive benefit variable of brand Logo has positive and significant impact on customer loyalty.

Keywords

Identity expression functional benefits aesthetic benefit brand logo customer loyalty

References

  • Park CW, Eisingerich AB, Pol G, Park JW, (2013), The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol:66, 0148-2963, Pages:180-187
  • Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18– 32.
  • Janiszewski, C., and T. Meyvis. “Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency andJudgment.” Journal of Consumer Research, Inc.. 28.1 (2001): 18-32. Print.
  • Henderson P W, Cote J A, Leong S M, Schmitt (2003), Building strong brands in Asia: selecting the visual components of image to maximize brand strength, International Journal of Research in Marketing, Dec 2003, Volume: 20 Issue: 4 pp.297-314.
  • Chaplin, Lan Nguyen and Deborah Roedder John (2005), “The Development of Self- Brand Connections in Children and Adolescents,” Journal of Consumer Research, 32 (June), 119-129
  • Kleine, Susan Schultz, Robert E. Kleine, III, and Chris T. Allen (1995), "How is a Possession ‘Me' or ‘Not Me?' Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, 22 (December), 327-343.
  • Park CW, Eisingerich AB, Pol G, Park JW, (2013), The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol:66, 0148-2963, Pages:180-187
  • Escalas, Jennifer Edson, and James R. Bettman. "Self construal, reference groups, and brand meaning." Journal of consumer research 32.3 (2005): 378-389.
  • MacInnis, Deborah J., Stewart Shapiro, and Gayathri Mani. "Enhancing brand awareness through brand symbols." Advances in consumer research 26 (1999): 601-608.
  • Luo, Xueming, and Chitra Bhanu Bhattacharya. "Corporate social responsibility, customer satisfaction, and market value." Journal of marketing 70.4 (2006): 1-18.
  • Park, C. Whan, Bernard J. Jaworski, and Deborah J. Maclnnis. "Strategic brand concept- image management." The Journal of Marketing (1986): 135-145.
  • Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin. "Revenue premium as an outcome measure of brand equity." Journal of Marketing 67.4 (2003): 1-17.
  • Mizik, Natalie, and Robert Jacobson. "The financial value impact of perceptual brand attributes." Journal of Marketing Research 45.1 (2008): 15-32.
  • Wilk, Glen D., Robert M. Wallace, and J. M. Anthony. "High-κ gate dielectrics: Current status and materials properties considerations." Journal of applied physics 89.10 (2001): 5243-5275.
  • Sanders, Stephan J., et al. "Multiple recurrent de novo CNVs, including duplications of the 7q11. 23 Williams syndrome region, are strongly associated with autism." Neuron 70.5 (2011): 863-885.
  • chopani, Sh, (2013) "The effect on the emotional aspects of the brand-consumer relationships young customer with emphasis on loyalty," MA thesis Kish International Campus of Tehran University.
  • Baradaran, M., Abbasi, A., Safarnya, H., 2011, customer Mvsrbrvfadary factors) Case Study of Tejarat Bank of Shiraz (Address Scientific - Research research knowledge and behavior, progress management, Shahed University, nomber.47-2467-482
There are 17 citations in total.

Details

Journal Section Special
Authors

Nima Bastamı

Mohammad Haghıghı This is me

Mahboubeh Ghazalosadat Khazraeı Afzalı This is me

Publication Date May 13, 2015
Published in Issue Year 2015 Volume: 36 Issue: 3

Cite

APA Bastamı, N., Haghıghı, M., & Ghazalosadat Khazraeı Afzalı, M. (2015). Studying the role of brand logo to create loyalty in consumers of different products in Tehran. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi, 36(3), 3741-3746.
AMA Bastamı N, Haghıghı M, Ghazalosadat Khazraeı Afzalı M. Studying the role of brand logo to create loyalty in consumers of different products in Tehran. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi. May 2015;36(3):3741-3746.
Chicago Bastamı, Nima, Mohammad Haghıghı, and Mahboubeh Ghazalosadat Khazraeı Afzalı. “Studying the Role of Brand Logo to Create Loyalty in Consumers of Different Products in Tehran”. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi 36, no. 3 (May 2015): 3741-46.
EndNote Bastamı N, Haghıghı M, Ghazalosadat Khazraeı Afzalı M (May 1, 2015) Studying the role of brand logo to create loyalty in consumers of different products in Tehran. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi 36 3 3741–3746.
IEEE N. Bastamı, M. Haghıghı, and M. Ghazalosadat Khazraeı Afzalı, “Studying the role of brand logo to create loyalty in consumers of different products in Tehran”, Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi, vol. 36, no. 3, pp. 3741–3746, 2015.
ISNAD Bastamı, Nima et al. “Studying the Role of Brand Logo to Create Loyalty in Consumers of Different Products in Tehran”. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi 36/3 (May 2015), 3741-3746.
JAMA Bastamı N, Haghıghı M, Ghazalosadat Khazraeı Afzalı M. Studying the role of brand logo to create loyalty in consumers of different products in Tehran. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi. 2015;36:3741–3746.
MLA Bastamı, Nima et al. “Studying the Role of Brand Logo to Create Loyalty in Consumers of Different Products in Tehran”. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi, vol. 36, no. 3, 2015, pp. 3741-6.
Vancouver Bastamı N, Haghıghı M, Ghazalosadat Khazraeı Afzalı M. Studying the role of brand logo to create loyalty in consumers of different products in Tehran. Cumhuriyet Üniversitesi Fen Edebiyat Fakültesi Fen Bilimleri Dergisi. 2015;36(3):3741-6.