The effect of verbal anchoring in logos of non-profit organisations on the appreciation, attitude, fit perceived values and the organisation’s actual core values and intention to donate of Dutch and French potential donators.

Abstract

The objective of this study was to research what the effect of the use of verbal anchoring in logos is on one’s logo recognition, logo appreciation, willingness to donate and the fit of values associated with the organisation's actual core values. This was tested on both Dutch and French people to find out whether results would vary between cultures. All participants were tested on whether they recognised the logo, their attitude towards the logo, the fit of values associated with the organisation's actual core values and intention to donate. This was done following the research question: “To what extent does the level of verbal anchoring in logos of non-profit organisations influence the attitude towards logo and organisation, and perception of potential donators and to what extent does the nature of context culture affect this?”