THE EFFECT OF LOGO MODERNIZATION ON THE ATTITUDE OF CUSTOMERS TOWARD BRAND CASE STUDY MEHR E EGHTESAD BANK LOGO

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AMINI KASBI HOSSEIN; ESFIDANI MOHAMMAD RAHIM; SHAHHOSEINI MOHAMMAD ALI

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:2 | Issue:4 Page(s): 69-96

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Title

THE EFFECT OF LOGO MODERNIZATION ON THE ATTITUDE OF CUSTOMERS TOWARD BRAND CASE STUDY MEHR E EGHTESAD BANK LOGO

Author(s)

AMINI KASBI HOSSEIN | ESFIDANI MOHAMMAD RAHIM | SHAHHOSEINI MOHAMMAD ALI | Issue Writer Certificate

Keywords

LOGO RENOVATION

BRAND ATTITUDE

LOGO ATTITUDE

LOGO PERSONALITY

LOGO DESIGN

Abstract

Strategically, a corporation’ s identity plays a specific role in its differentiation. Someof the factors that contribute to this differentiation are known as corporate visualidentities and among those, we can refer to companies’ buildings and sites, staff clothing and corporate logo. Changing and renovating logo in organizations is mainlyundertaken due to the major managerial or strategic changes and if the logo and corporate mission do not match. In this study, we have considered the effects of differentLOGO DESIGN on 1) LOGO PERSONALITY and LOGO ATTITUDE and 2) the customers’ attitudetoward the logo. This case study is focused on the logo of Mehr-e-Eghtesad Bank(MEB). Our sample consists of 341 MEB customers. SPSS software is used for dataanalysis. The results of the study suggest that the LOGO DESIGN affects the customers’ attitude toward logo and their attitude toward the brand, and different logos possess. different personality comparing to each other.

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APA: Copy

AMINI KASBI, HOSSEIN, ESFIDANI, MOHAMMAD RAHIM, & SHAHHOSEINI, MOHAMMAD ALI. (2016). THE EFFECT OF LOGO MODERNIZATION ON THE ATTITUDE OF CUSTOMERS TOWARD BRAND CASE STUDY MEHR E EGHTESAD BANK LOGO. JOURNAL OF BRAND MANAGEMENT, 2(4 ), 69-96. SID. https://sid.ir/paper/267539/en

Vancouver: Copy

AMINI KASBI HOSSEIN, ESFIDANI MOHAMMAD RAHIM, SHAHHOSEINI MOHAMMAD ALI. THE EFFECT OF LOGO MODERNIZATION ON THE ATTITUDE OF CUSTOMERS TOWARD BRAND CASE STUDY MEHR E EGHTESAD BANK LOGO. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;2(4 ):69-96. Available from: https://sid.ir/paper/267539/en

IEEE: Copy

HOSSEIN AMINI KASBI, MOHAMMAD RAHIM ESFIDANI, and MOHAMMAD ALI SHAHHOSEINI, “THE EFFECT OF LOGO MODERNIZATION ON THE ATTITUDE OF CUSTOMERS TOWARD BRAND CASE STUDY MEHR E EGHTESAD BANK LOGO,” JOURNAL OF BRAND MANAGEMENT, vol. 2, no. 4 , pp. 69–96, 2016, [Online]. Available: https://sid.ir/paper/267539/en

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