Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



Many companies and sports teams have revised their logos over time in efforts to reposition their brand image. Still, the need for establishing a reliable method to guide this important decision still persists. This study offers an empirical method for selecting logos for companies and/or brands by testing the perceptions of consumers using 16 bi-polar personality traits adapted from the literature. The data were collected from undergraduate marketing students for demonstration purposes. The paper proposes that the perceptions for a logo of multiple samples from the same target population will be the same. The findings support the proposition. Implications and suggestions for future research are discussed.

About the Authors

TULAY GIRARD completed her Ph.D. degree at the Florida Atlantic University and has been working as an Assistant Professor of Marketing at the Pennsylvania State University-Altoona since 2004. Her research areas include product classes, retailer attributes, perceived risk, consumer shopping orientations, patronage intentions, internal and external branding, Internet security, privacy, and trust, and e-commerce strategies. Her research has been published in the Journal of Computer-Mediated Communication, Journal of Business Psychology, Journal of Internet Research, Journal of Business and Leadership, International Journal of the Academic Business World, Journal of International Business Research, The SAM Advanced Management Journal, International Journal of Education Management, and Journal of Business Research. She has presented papers at various international and national academic conferences and received several best paper awards.

MICHELLE N. POPE is currently a marketing/management honor student at Pennsylvania State University-Altoona.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons