The effect of verbal anchoring in logos of non-profit organizations on recognition of the logo, intention to donate, attitude to brand and logo and perceived fit of core values between Dutch and Hungarian potential donors
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2021-06-07
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en
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Abstract
The objective of this study was to research the effect of different levels of verbal anchoring in logos on tolerance of ambiguity, logo recognition, attitude towards the logo – and organisation, perceived fit of core values and intention to donate. This was tested on both Dutch and Hungarian people to find out whether there are differences between these cultures. Two organisations were used during this study, that are both presently active in both countries: WWF and UNICEF. The participants were tested on whether they recognized the logo, their attitude towards the logo and the organisation, the fit of the core values of the organisations, their intention to donate and the tolerance of ambiguity. The following research question was formulated to investigate the above mentioned factors on a non-profit organizations’ logo: ‘’To what extent does the level of verbal anchoring in logos of non-profit organisations influence consumer response of potential donors between Hungarian and Dutch citizens?’’. This study implemented a between-subjects design experiment in which participants (N = 137) were exposed to a questionnaire, in which they had to evaluate the two logos that contained one of the three levels of verbal anchoring: no verbal anchoring, moderate verbal anchoring and complete verbal anchoring. The data was processed and analysed via SPSS. The results of this study showed no evidence for cultural differences of tolerance of ambiguity between Dutch and Hungarian participants. Verbal anchoring showed a significant effect on the participants’ attitude towards the logo. Thereby, Hungarian participants experienced a better fit of the organisations’ core values, compared to the Dutch participants. Verbal anchoring showed no effect on the participant’s intention to donate, and no significant effect was found of nationality on verbal anchoring on attitude towards the logo.
Keywords: logos, verbal anchoring, non-profit organisations, tolerance of ambiguity, recognition, attitude towards the logo and organisation, perceived fit of core values, intention to donate
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Faculteit der Letteren