Communicating through Logos: The influence of verbal anchoring in logos of charity organisations on logo appreciation, perceived fit of core values and intention to donate.
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2019-02-15
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en
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As there is a great shortage of research into the branding of charities, this research examined the influence of three levels of verbal anchoring on logo appreciation, perceived fit of core values and intention to donate for charity organisations. Through an online experiment with a 3x3 mixed design each subject was exposed to the logos from three different charity organisations on one level of verbal anchoring and asked to score them on appreciation, perceived fit with the organisation’s core values and intention to donate. Although lacking hard evidence due to limitations as a consequence of organisational popularity, the results provide evidence that verbal anchoring has very little effect on perceived fit of core values and intention to donate. However, it does provide partial evidence that showing a logo without verbal anchoring can negatively influence logo appreciation.
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