Verbal anchoring in the logos of non-profit organisations and its effect on logo appreciation, perceived core value fit, and intention to donate.
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2019-01-25
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en
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Abstract
This study explored to what extent verbal anchoring in the logos of non-profit organisations influences logo appreciation, perceived core value fit, and intention to donate. The logos of three charities – CliniClowns, SOS Children’s Villages, UNICEF – with varying degrees of verbal anchoring were used. The results show that an increased level of verbal anchoring had a positive effect on logo appreciation for the CliniClowns logo, but not for the other two logos, and not on perceived core value fit or intention to donate for any of the logos. The study also found that there were differences in logo appreciation, perceived core value fit, and intention to donate between all three non-profit organisations. All in all, this study has demonstrated a need for more research on the effects of verbal anchoring in logos, and future research should investigate where the differences between organisations lie in terms of the effectiveness of verbal anchoring.
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Faculteit der Letteren