The effect of firm’s logo on its performance: Evidence from oil industry
Nowadays, trade mark is one of the most important components of the products in both consumers and producers’ perspectives. In this study, two separate but related mechanism through which the trademark is supposed to create value for customers, were investigated. Likeness/ description and functional...
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| Format: | Article |
| Language: | English |
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Growing Science
2016-09-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol6/msl_2016_45.pdf |
| _version_ | 1811274251815092224 |
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| author | Jafar Jafari |
| author_facet | Jafar Jafari |
| author_sort | Jafar Jafari |
| collection | DOAJ |
| description | Nowadays, trade mark is one of the most important components of the products in both consumers and producers’ perspectives. In this study, two separate but related mechanism through which the trademark is supposed to create value for customers, were investigated. Likeness/ description and functional-aesthetic benefits were taken into consideration. This research shows the positive effects of logo on customer commitment regarding the performance. Commitment reflects customers’ desire for cooperation by considering the effects of a logo. Logo will help customers easily identify and select a brand. This research proves that, from the customer's perspective, trademarks contain meaning, and thus include brief information on the struggle for marketing. In case of the purpose, this study is an applied research and in terms of data-gathering it is a descriptive – survey one. Since the population of the survey was unlimited, initial investigations indicated that 384 questionnaires should be distributed based on Morgan table. Using structural equation modeling, the survey results showed that descriptive-cognitive, functional benefits and aesthetic tendencies had significant influences on customer commitment in regards of performance. |
| first_indexed | 2024-04-12T23:15:38Z |
| format | Article |
| id | doaj.art-00022a3ddad041a2bc496eeeddafe19a |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-04-12T23:15:38Z |
| publishDate | 2016-09-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-00022a3ddad041a2bc496eeeddafe19a2022-12-22T03:12:41ZengGrowing ScienceManagement Science Letters1923-93351923-93432016-09-016959159810.5267/j.msl.2016.7.007The effect of firm’s logo on its performance: Evidence from oil industryJafar Jafari Nowadays, trade mark is one of the most important components of the products in both consumers and producers’ perspectives. In this study, two separate but related mechanism through which the trademark is supposed to create value for customers, were investigated. Likeness/ description and functional-aesthetic benefits were taken into consideration. This research shows the positive effects of logo on customer commitment regarding the performance. Commitment reflects customers’ desire for cooperation by considering the effects of a logo. Logo will help customers easily identify and select a brand. This research proves that, from the customer's perspective, trademarks contain meaning, and thus include brief information on the struggle for marketing. In case of the purpose, this study is an applied research and in terms of data-gathering it is a descriptive – survey one. Since the population of the survey was unlimited, initial investigations indicated that 384 questionnaires should be distributed based on Morgan table. Using structural equation modeling, the survey results showed that descriptive-cognitive, functional benefits and aesthetic tendencies had significant influences on customer commitment in regards of performance.http://www.growingscience.com/msl/Vol6/msl_2016_45.pdfLogoCompany’s PerformanceLikeness/Description BenefitsBenefitsFunctional BenefitsAesthetic Tendencies |
| spellingShingle | Jafar Jafari The effect of firm’s logo on its performance: Evidence from oil industry Management Science Letters Logo Company’s Performance Likeness/Description Benefits Benefits Functional Benefits Aesthetic Tendencies |
| title | The effect of firm’s logo on its performance: Evidence from oil industry |
| title_full | The effect of firm’s logo on its performance: Evidence from oil industry |
| title_fullStr | The effect of firm’s logo on its performance: Evidence from oil industry |
| title_full_unstemmed | The effect of firm’s logo on its performance: Evidence from oil industry |
| title_short | The effect of firm’s logo on its performance: Evidence from oil industry |
| title_sort | effect of firm s logo on its performance evidence from oil industry |
| topic | Logo Company’s Performance Likeness/Description Benefits Benefits Functional Benefits Aesthetic Tendencies |
| url | http://www.growingscience.com/msl/Vol6/msl_2016_45.pdf |
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