To change or not to change? Experimental research into the effects of different degrees of logo change and repeated exposure on logo attitude, attitude towards the organisation, and intention to donate in the non-profit sector.
To keep up with constant developments, many organizations choose to change their logos, for example to reposition a brand (Muzellec & Lambkin, 2006; Kapferer, 1998). However, there is little literature on how large a logo change should be to result in positive attitudes, especially in the non-profit sector (Van Grinsven & Das, 2016a; Stafford et al. (2012). The present study examined the effects of different degrees of logo change (no logo change, small logo change, substantial logo change) and repeated exposure (1, 6 times) to non-profit organisation logos on logo attitude, attitude towards the organisation, and intention to donate. The results showed no effects of small logo changes on the consumer response. Substantial logo changes, on the other hand, did result in negative logo attitudes. The mere exposure effect has not been demonstrated in the present study, so increasing the exposure amount did not affect the consumer response. Furthermore, no effects of substantial logo changes were found on attitude towards the organisation and intention to donate.
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