The Effect of Verbal Anchoring in Non-Profit Logos on Dutch and Brazilian Donor Responses.
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2023-06-23
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en
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Logos play a significant role in attracting attention and communicating underlying core
values of non-profit organizations. Given that nonprofits heavily rely on donations, building a strong corporate identity is essential for gaining support and establishing a favorable image among potential donors. The aim of this study was to examine to what extent tolerance for ambiguity and degree of verbal anchoring of non-profit logos (without, incomplete or complete) influences the responses of potential Dutch and Brazilian donors. In a 3×2 between-subjects design, 105 Dutch and 97 Brazilian subjects were randomly exposed to a degree of verbal anchoring of three non-profit logos (UNICEF, WWF, and Amnesty International). Subsequently, they evaluated the stimuli in terms of logo appreciation, attitude towards the organization, intention to donate, and perceived fit with the organization's core values. Findings showed no difference between the Netherlands and Brazil regarding their tolerance for ambiguity. However, attitude towards the organizations and perceived fit with the core values of the non-profit organizations was stronger with a higher degree of verbal anchoring. Additionally, compared to logos without verbal anchoring, individuals were more
inclined to donate when they were presented with a logo that included both a brand name and
a slogan (complete verbal anchoring). In contrast with the Dutch subjects, Brazilian subjects
demonstrated a greater intention to donate and perceived the non-profit logos as having a greater fit with the core values of the organization. Logo appreciation was not influenced by the degree of verbal anchoring, nor by nationality.
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Faculteit der Letteren