The Influence of Advertising Logo Characteristics on Audience Perceptions of a Nonprofit Theatrical Organization
The Influence of Advertising Logo Characteristics on Audience Perceptions of a Nonprofit Theatrical Organization
复制标题
广告标志特征对非营利戏剧组织观众认知的影响
DOI：
10.1080/10641734.2004.10505155
复制
发表时间：
2004
影响因子：
3.4
通讯作者：
Carol C. Bienstock
中科院分区：
文献类型：
--
作者：
M. Stafford;Carolyn Tripp;Carol C. Bienstock
摘要对徽标的投资通常是合理的，因为它能够在视觉上清楚地表达组织的身份。这项探索性研究通过关注一个非营利性的表演艺术团体，调查了消费者对一个标志、它所代表的组织和该组织表现之间的关系。路径分析结果表明，标志的感知形象与组织感知之间、组织感知与观众对组织表演的感知之间存在显著的关系。分析还显示，标志的吸引力和辨识度与观众对剧团表演的看法之间存在显著的关系。对这些发现的含义进行了讨论。
Abstract The investment in a logo is generally justified because of its ability to visually articulate an organization's identity. This exploratory research investigates the relationship between consumers' perceptions of a logo, the organization it represents and the organization's performance by focusing on a nonprofit performing arts group. Path analysis results indicate significant relationships between the perceived image of the logo and organizational perceptions, and between organizational perceptions and audience perceptions of performances presented by an organization. Analyses also reveal significant relationships between logo attractiveness and recognizability and audience perceptions of a theatrical group's performances. Implications of these findings are discussed.