The role of logos in building brand awareness and performance: Implications for entrepreneurs

Tulay Girard, M. Meral Anitsal, Ismet Anitsal

Research output: Contribution to journalArticle

5 Scopus citations

Abstract

This conceptual paper develops a model that determines whether: (1) brand/logo awareness; (2) prior consumer shopping experience with a retailer; (3) consumer sentiments of logos, and (4) consumer shopping intentions significantly and positively associated with the performance of the top 100 US retailers. The performance measurements include retailer revenues, profits, number of stores, number of employees, sales per employee, and earnings per share. Brand awareness based on logo is measured by determining which of the top 100 US retailer logos are recalled by the respondents correctly without any aid. The significance and implications of this study for entrepreneurs are discussed.

Original languageEnglish (US)
Pages (from-to)7-16
Number of pages10
JournalEntrepreneurial Executive
Volume18
StatePublished - Dec 18 2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Strategy and Management

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