The new logo of McDonald's - I'm lovin' it? The influence of high vs. low context communication style on the effect of verbal anchoring in a new logo on brand attitude and purchase intention.
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2017-06-15
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en
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This study examined to what extent the cultural dimension high vs. low context communication style (HC/ LC) had an influence on the effect of verbal anchoring in a new logo on Spanish and Dutch consumers’ response (i.e. brand attitude and purchase intention). Indeed, Spanish participants performed a higher context communication style than their Dutch counterparts. Besides, Dutch participants had a higher purchase intention after seeing the new logo irrespective of the level of verbal anchoring that was used (just the logo, logo with slogan, logo with description). This study gave partial empirical evidence for the theory of Hall (1976) and Hall and Hall (1990) since it could label only two nationalities, namely the Dutch sample as LC and the Spanish sample as HC.
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Faculteit der Letteren