مقاله انگلیسی رایگان در مورد رویارویی با میل به ساده بودن لوگوی برند – الزویر ۲۰۱۹

elsevier

 

مشخصات مقاله
ترجمه عنوان مقاله رویارویی با میل به ساده بودن لوگوی برند: تاثیر طرح لوگوی برند بر میزان مصرف
عنوان انگلیسی مقاله Facing a Trend of Brand Logo Simplicity: The Impact of Brand Logo Design on Consumption
انتشار مقاله سال ۲۰۱۹
تعداد صفحات مقاله انگلیسی ۲۹ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله مقاله پژوهشی (Research article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) scopus – master journals – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF) ۳٫۶۵۲ در سال ۲۰۱۷
شاخص H_index ۸۹ در سال ۲۰۱۹
شاخص SJR ۱٫۲۳۷ در سال ۲۰۱۹
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
نوع ارائه مقاله ژورنال
مجله / کنفرانس کیفیت و ترجیحات غذایی – Food Quality and Preference
دانشگاه  Maastricht University – Department of Marketing and Supply Chain Management – Netherlands
کلمات کلیدی آرم برند؛ طراحی ساده؛ مصرف؛ روان بودن پردازش؛ اعتبار؛ مصرف غذا
کلمات کلیدی انگلیسی Brand logo; Simple design; Consumption; Processing fluency; Prestige; Food intake
شناسه دیجیتال – doi
https://doi.org/10.1016/j.foodqual.2018.06.009
کد محصول E9433
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract
۱ Introduction
۲ Theoretical framework and hypotheses
۳ Study 1
۴ Study 2
۵ General discussion
۶ Declarations of interest
References

بخشی از متن مقاله:
Abstract

Research has shown that the experience of fluency influences buying intentions of food products, but no study has examined how brand logos transferring a feeling of fluency might impact actual food intake. In two experiments, we assess how exposure to simple versus complex brand logos impacts food consumption. Study 1 shows that individuals consume more from a product which features a simple, flat logo compared to a product that features a complex, non-flat logo. Study 2 depicts the nature of the product as an important moderator in this effect: while for non-prestigious products simple brand logos increase consumption, the opposite occurs for prestigious food products. Overall, while the tenet of the findings is consistent with earlier work on fluency effects within the food domain, this research provides evidence that brand logo design has the potential to impact actual food intake.

Introduction

Millions of people are struggling with controlling their food consumption (Haws & Redden, 2013) and rising obesity rates suggest that the struggle is real. Indeed, since 1975 the number of overweight and obese people worldwide has nearly tripled, with globally approximately 1.9 billion overweight adults in 2016 (World Health Organization, 2017). One reason why the struggle against obesity is such a difficult one is the fact that unobtrusive factors not openly related to consumption wield an unnoticed influence on consumption patterns. Product design factors such as product size (e.g., Rolls et al., 2004; Coelho Do Vale, Pieters, & Zeelenberg, 2008), product shape (e.g., van Ooijen, Fransen, Verlegh, & Smit, 2016; Huyghe, Geuens, & Vermeir, 2017), and product labels (e.g., Finkelstein & Fishbach, 2010; Mullie, Godderis, & Clarys, 2012; Vadiveloo, Morwitz, & Chandon, 2013) have been repeatedly found to significantly alter food intake. Yet, at the same time, these “hidden” factors also present a way to regulate consumption styles. In fact, micro-changes in the consumer landscape might even present a possible route to a healthy lifestyle. The current research focuses on a prominent product design feature, namely the brand logo design, and it’s potential to influence food intake. Certainly, brand logo design may have multiple downstream effects (e.g., on brand awareness, aided recognition, and buying intention; Chevalier & Mazzalovo, 2003; Henderson & Cote, 1998; Pocheptsova, Labroo, & Dhar 2010), yet the aim of this research is to understand whether the specific design features of a brand logo can influence food intake. Notably, and partly the inspiration of this research, is the trend of brand logo simplification. Numerous major brands including Starbucks, Nesquik, Subway, and Pepsi (cf. Figure 1) have redesigned their logos opting for a more simplistic look. This simplification is a token of flat design, a trend characterized by a focus on simple and minimalistic design (Clum, 2013). This trend is in line with a growing body of scientific literature in the domain of processing fluency, which clearly shows that a fluent processing of stimuli leads to more positive evaluations (Reber, Schwarz, & Winkielman, 2004; Schwarz, 2004; Winkielman, Schwarz, Fazendeiro, & Reber, 2003; Zajonc, 1968). Logos, just like any other stimuli, can contribute to a feeling of overall processing fluency which signals the “[…] subjective experience of ease with which people process information […]” (Alter and Oppenheimer, 2009, p. 219). As such, products featuring flat design are expected to positively influence the attitudes of consumers.

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