The Impact of Incomplete Typeface Logos on Perceptions of the Firm
By Henrik Hagtvedt. 2011
270 citations recorded by the source corpus.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/8153b55a5dc566c717faf932f538f3ef672ed709
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Stephanie Q. Liu
- Huiling Huang
- Michael Tsiros
- Benedikt Schnurr
- Tatiana Fajardo
- Jiao Zhang
- Roland Schroll
- Dhruv Grewal
In Organizational Behavior and Human Resource Management
- Michael Tsiros
- Benedikt Schnurr
- Huiling Huang
- Stephanie Q. Liu
- Roland Schroll
- Dhruv Grewal
- Klaus-Peter Wiedmann
- Jannick Bettels
In Sociology and Political Science
- Michael Tsiros
- Benedikt Schnurr
- Huiling Huang
- Stephanie Q. Liu
- Roland Schroll
- Dhruv Grewal
- Klaus-Peter Wiedmann
- Jannick Bettels
Citations in the corpus
- “Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, background): “Previous marketing research on typeface design primarily focuses on its role in logos (Hagtvedt, 2011) and packages (Celhay et al.”
- Humanizing Products with Handwritten Typefaces (2018, background): “Hagtvedt (2011) Associations of incomplete typeface logos and their effects on consumers’ perceptions of the firm Incomplete typeface logos (i.e., parts of the characters are intentionally missing or blanked out) negatively influence perceived trustworthiness (due to lower clarity) and positively…”
- The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity (2018, unknown): “…of excitement and potentially influence perceptions of sincerity, competence, and ruggedness, our work complements extant research on the impact of the design properties of marketing stimuli on consumers’ perceptions (Cian, Krishna, and Elder 2014; Hagtvedt 2011; Van Tilburg et al. 2015).”
- The Contingent Nature of the Symbolic Associations of Visual Design Elements: The Case of Brand Logo Frames (2016, background): “Second,with the exception of Hagtvedt (2011), little research has explored the possibility that a logo design feature may trigger more than one type of symbolic association and how situational factors influence which specific symbolic association is triggered.”
- Brand logo symmetry and product design: The spillover effects on consumer inferences (2019, methodology): “Firms recognize the importance of brand logos (Phillips, McQuarrie, & Griffin, 2014) and spend large amounts of their marketing budget on brand logo creation (Hagtvedt, 2011).”