The effect of verbal anchoring in logos of non-profit organizations on attitude towards logo and organization, perceived core value fit, and intention to donate and differences between The Netherlands and Hungary.
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2021-06-21
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en
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Logos play an important role in communicating an organization’s identity to the public and they serve as visual elements that help organizations differentiate themselves from their competitors. The purpose of this study was to investigate the effects of different verbal anchoring conditions (no, incomplete, or complete) on attitude towards logo and organization, perceived core value fit, and intention to donate regarding logos of non-profit organizations. Additionally, it was examined whether Dutch and Hungarian participants differed in terms of their tolerance of ambiguity and whether this affected their evaluations. In total, 63 Dutch and 74 Hungarian participants took part in an experiment, which was conducted by means of an online questionnaire. During the experiment, participants were randomly exposed to one condition, including logos of two non-profit organizations (WWF, UNICEF).
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