AMTP Proceedings 2024
Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.
Copyright
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DOI
10.20429/amtp.2024.37
Recommended Citation
Trinh, C. (2024). Exploring the effect of logos with animals. The 2024 Association of Marketing Theory and Practice Proceedings, 42. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/42
Included in
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, Marketing Commons
