A comprehensive review on logo literature: research topics, findings, and future directions

被引：34
作者：
Kim, Min Jung [1 ]
Lim, Joon Ho [2 ]
机构：
[1] Manhattan Coll, OMalley Sch Business, Riverdale, NY USA
[2] Illinois State Univ, Coll Business, Campus Box 5590, Normal, IL 61790 USA
来源：
JOURNAL OF MARKETING MANAGEMENT | 2019年 / 35卷 / 13-14期
关键词：
Corporate visual identity; processing fluency; logo design; redesign; logo typeface; logo shape; logo color; CORPORATE VISUAL IDENTITY; EXAMINING CONSUMER RESPONSE; BRAND LOGO; DESIGN; EXPOSURE; IMPACT; COLOR; PERCEPTIONS; ATTITUDE; FLUENCY;
D O I：
10.1080/0267257X.2019.1604563
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Logos as a visual cue can help firms communicate their unique identities and capture consumers' attention. Despite the importance and prevalent use of logos, the logo literature remains fragmented. Hence, this article attempts to provide an overarching research framework based on an extensive and comprehensive review of the existing logo literature. Specifically, we review 124 studies published in business journals over the past 30 years, and classify them into six major research topics: 1) theoretical foundations, 2) logo design/redesign, 3) basic logo elements, 4) additional logo elements, 5) outcomes of logo use, and 6) practical applications of logo use. Finally, we suggest future research directions for academics and provide practitioners with guidelines that help manage logos for their businesses.
引用
收藏
页码：1291 / 1365
页数：75
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