Abstract
Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.
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