The influence of verbal anchoring and nationality on consumer response regarding charity logos: The Netherlands vs Russia.
Keywords
Loading...
Authors
Issue Date
2021-07-01
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Charity organizations can use their logos in multiple ways: only the logo, logo with brand name or logo with brand name and slogan. It is not known whether these different ways of logo usage have a different influence on the logo evaluation and intention to donate of the consumer. When an image conveys different meanings, it might need an extra verbal element to direct the line of interpretation of the image by the reader by using verbal anchoring. The message that the logo brings across can be interpreted differently due to the use of anchors and the cultural background of the consumer. Previous studies suggested that Russia and The West (including the Netherlands) response differently towards logos due to their difference in uncertainty avoidance. As a result, this study aims to examine the influence of the different degrees of verbal anchoring used in charity logos per nationality (Dutch and Russian) on the logo evaluation and intention to donate of the consumer. To conduct this experiment, a total of 203 Dutch and Russian participants took part in an online questionnaire. Each participant was randomly exposed to three logos in one condition of verbal anchoring. Furthermore, a tolerance of ambiguity test was conducted to examine the cultural differences. The results of the study showed that verbal anchoring did not have an effect on logo evaluation or the intention to donate. However, Dutch participants did have a more positive attitude towards the logo and organization. Furthermore, the Russian participants were less tolerant than Dutch participants. Future research should examine the impact of verbal anchoring more thoroughly since no significant effects were found. In addition, it is recommended for future research to examine the logos individually due to the possibility of a pre-existing bias towards the logos.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren