Linking Corporate Logo , Corporate Image and Reputation : An Examination of Consumer Perceptions in the Financial Setting

The marketing literature reflects that there is no systematic study of the effect of a logo on consumer evaluations of logos. This research addresses two questions: (1) what are the factors that influence the favorability of the corporate logo? (2) What are the main influences of this favorability on the corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The findings from the consumers’ perspective in the context of a financial setting, suggest that the main factors that bear influence on a favourable corporate logo (antecedents) are: corporate name, design, and typeface. Furthermore, the findings reveal the importance of the company’s corporate logo in enhancing the corporate image, attitude towards advertisements, recognizability, familiarity, and corporate reputation. Key implications for managers and researchers are highlighted.