Netherlands vs Hungary: The Effect of Verbal Anchoring in Charity Logos on the willingness to donate
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2020-06-08
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en
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Charity organizations are struggling to raise funds. To improve this, marketers employ all kinds of strategies. One of these strategies is the use of logos to transmit brand identity. Extensive research has been done on the impact of logos on consumer response. However, the relation of logos and its verbal elements has been overlooked. Verbal anchors, the verbal elements of a logo (name and slogan), are used to further enhance the transmission of brand identity. Not all people might interpret logos in a similar way. Culture, here Tolerance of Ambiguity, might be an explanation. To find out if this is true, a total of 195 Dutch and Hungarian participants took part in this online experiment. Each participant was exposed to either logo only, logo with name or logo with name and slogan of two charity organizations and answered question regarding their attitude towards the charity, the logo and intention to
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