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首页> 外文期刊>European journal of marketing >Superstitious beliefs in consumer evaluation of brand logos Implications for corporate branding strategy
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Superstitious beliefs in consumer evaluation of brand logos Implications for corporate branding strategy

机译：消费者对品牌徽标评估的迷信信念对企业品牌战略的启示

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摘要

Purpose - The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos.Design/methodology/approach - When consumers encounter a brand logo without actually experiencing the company's offerings, superstition may be deployed to fill the void of the unknown to evaluate the brand logo and judge the benefits from the offerings represented by the brand. Multiple regression analysis was used to investigate the relationship between consumers' brand logo sensitivity and a number of antecedental superstition beliefs.Findings - The results indicate that consumers' belief in fate has a negative effect on brand logo sensitivity, and consumers' belief in fortune-tellers, belief in magic and fictional figures, belief in lucky charms, and belief in superstitious rituals have positive effects on brand logo sensitivity, respectively. Research limitations/implications - From a consumer perspective, the authors' findings reveal that the more positive attitude consumers have towards a company's visual identity system, the more favorable brand image consumers have toward the company and its offerings. Practical implications - Marketers should study and understand consumer superstition when attempting to build consumer-friendly, culturally-robust, and trouble-free brands in the marketplace. Managerial implications and corporate branding strategies are suggested to avoid branding pitfalls and maximize brand equity in the consumer market.Originality/value - The study offers a non-traditional approach to explaining consumer-based brand image and brand equity.
机译：目的-这项研究的目的是探索各种迷信信念在消费者信息处理和品牌徽标评估中的作用。设计/方法/方法-当消费者在没有实际体验公司产品的情况下遇到品牌徽标时，可能会部署迷信填补未知的空缺，以评估品牌徽标并判断品牌代表的产品所带来的好处。多元回归分析用于调查消费者的品牌徽标敏感性与许多先前迷信信念之间的关系。发现-结果表明，消费者对命运的信念对品牌徽标敏感性有负面影响，而消费者对命运的信念则有负面影响。出纳员，对魔术和虚构人物的信仰，对幸运符的信仰以及对迷信仪式的信仰分别对品牌徽标的敏感性产生积极影响。研究的局限性/意义-从消费者的角度来看，作者的发现表明，消费者对公司的视觉识别系统持更积极的态度，消费者对公司及其产品的品牌形象越有利。实际意义-营销人员在试图在市场上建立对消费者友好，文化上牢固且无故障的品牌时，应研究并了解消费者的迷信。建议使用管理意义和企业品牌战略来避免品牌陷阱，并在消费者市场中最大化品牌资产。原创性/价值-该研究提供了一种非传统的方法来解释基于消费者的品牌形象和品牌资产。

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