The anthropomorphic brand logo and its effect on perceived functional performance

Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, extent which such anthropomorphic brand influence consumers’ perceptions an associated product’s or service’s functional is not well understood. We address this gap in literature conducting a study using hypothetical anthropomorphized logo gather survey data. Using structural equation modelling test our research hypotheses, findings show that has positive impact on perceived performance. More importantly, we effect strengthened as appeal increases. Additional analysis revealed logo-self connection explained mechanism through anthropomorphism affects benefits logo.