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Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories

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  • Guido, Gianluigi
  • Pichierri, Marco
  • Nataraajan, Rajan
  • Pino, Giovanni

Abstract

This research examines consumer preferences for two different features, movement directions and trajectories, of “animated logos” which are company logos moving across the screens of mobile devices (usually, in a GIF, Graphics Interchange Format). Results based on three experiments show, first, that consumers prefer logos moving upward over those moving downward regardless of the company's power and innovativeness. Second, when logos are associated with highly innovative companies, consumers demonstrate a stronger preference for logos moving in an up-right direction over an up-left direction, since they tend to associate different metaphorical meanings to them. Finally, consumers prefer animated logos moving along a convex up-right trajectory over those moving along either a concave or a linear up-right trajectory when the logos are associated with highly innovative companies. The article closes with implications and suggestions for marketers when designing animated logos in mobile marketing communications.

Suggested Citation

  • Guido, Gianluigi & Pichierri, Marco & Nataraajan, Rajan & Pino, Giovanni, 2016. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories," Journal of Business Research, Elsevier, vol. 69(12), pages 6048-6057.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:6048-6057
    DOI: 10.1016/j.jbusres.2016.06.003
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    References listed on IDEAS

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    4. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Bettels, Jannick & Wiedmann, Klaus-Peter, 2019. "Brand logo symmetry and product design: The spillover effects on consumer inferences," Journal of Business Research, Elsevier, vol. 97(C), pages 1-9.
    6. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    7. Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.
    8. Dogerlioglu-Demir, Kivilcim & Ng, Andy H. & Koçaş, Cenk, 2023. "Gracefully yours: Would snap judgments of one's subtle graceful movements lead to inferences about their emotional intelligence?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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