Logo Elemanlarının Markaya Yönelik Tutuma Etkisi: Logo Değişimi Yapan Markalar Üzerine Bir Araştırma
The Effect of Logo Elements on Attitude Toward Brand: A Research on the Brands Making Logo Change

Summary/Abstract: A logo may be brand's main character in a marketplace in which differentiating products are difficult and it may underpin in developing attitude toward brand. Companies in their branding effort go into conformity with its own concept by creating the right logo in the memory of potential customers. A successful logo can evoke sympathy and increase recognition in consumer mind. Logo, besides portraying a brand, can also act as stimuli in the buying process. Logo consists of various design elements. In this study, naturalness, product representation, mobility, simplicity, depth, symmetry, balance, roundness, size ratio and durability were defined as ten items of logo elements. The effects of the elements on attitude toward brand and purchase intention were investigated. For this purpose, ten logos of the brands making logo change in the different sectors were included in the research. The data were collected from 409 university students selected by simple random sampling by means of face to face interview. As result, there is a relation between logo elements and attitude, and also purchase intention. The effect of logo and its elements is significant in developing attitude toward a brand.

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