Title :
Quantitative Analysis in Impression for Trademarks, Symbols and Logotypes of Corporations in Terms of Customers´ Familiarity
Author :
Suzuki, Yuya ; Yamamoto, Hiroshi
Author_Institution :
Grad. Sch., Dept. of Syst. Design, Tokyo Metropolitan Univ., Tokyo, Japan
Abstract :
Customers need to find additional values of products. An additional value is a positive corporate image for example. We concentrate on trademarks, symbols, and logotypes of corporations in this study. We consider what impression the customer has, based on questionnaire survey data, and focus participants´ level of knowledge on the logos.
Keywords :
consumer behaviour; customer satisfaction; marketing data processing; corporation logotypes; corporation symbols; corporation trademarks; customer experience; customers impression; positive corporate image; quantitative analysis; Cognition; Correlation; Educational institutions; Loading; Reliability; Technological innovation; Trademarks; corporate image; customer experience; customers´ impression; graphic design; logos; pre-image;
Conference_Titel :
Biometrics and Kansei Engineering (ICBAKE), 2013 International Conference on
Conference_Location :
Tokyo
DOI :
10.1109/ICBAKE.2013.6
