To what extent does verbal anchoring in charity organization’s logos influence recognition, attitude, perceived core values fit, recognition of the core values and the intention to donate: A cross-cultural comparison between the Netherlands and Russia.
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In our increasingly globalized world, organizations are often torn between a local and a global branding strategy. Cultural differences are at the heart of this dilemma. Tolerance of ambiguity is related to the elaborateness of a logo and supposedly influences comprehension of the intended meaning. To enhance this comprehension organizations might add verbal elements to visual stimuli, a phenomenon known as verbal anchoring. This study investigated if and how verbal anchoring in charity organization’s logos affect consumer attitude. More specifically, recognition, comprehension, attitude, perceived core values fit, recognition of the core values and intention to donate. Furthermore, a comparison between the Netherlands, low tolerance of ambiguity and Russia, high tolerance of ambiguity is made. The results suggest that, in general, verbal anchoring does not have an effect on consumer’s attitude. There were, however, significant differences between the nationalities, the Dutch participants had a more positive attitude than Russian participants. In line with Hofstede (1983) the Dutch were higher tolerant of ambiguity than the Russians. Comparable to van der Lans et al. (2009), the findings imply that internationally operating charity organizations can use a global branding strategy without extreme differences between cultures Keywords: verbal anchoring, charity organizations, logos, tolerance of ambiguity, Russia vs. the Netherlands
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