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A person’s general attitude about a logo is measured with three, five-point semantic differentials.

Using three, seven-point Likert-type items, the scale measures the degree to which a person attributes thought and emotion to a logo regarding its helplessness and not being in control.

Three, seven-point Likert-type items measure the degree to which a logo appears to move as if it is alive.

The degree to which a person reports being involved in and stimulated by a particular stimulus is measured with four, nine-point uni-polar items.

A consumer's preference for products with noticeable brand logos is measured using four, nine-point bi-polar adjectives.

With three, seven-point uni-polar items, the scale measures how engaging and artistic a logo is considered to be.  The items appear to be amenable for use with a variety of other stimuli as well.

How clearly a logo can be seen and read is measured in the scale using three, seven-point uni-polar items.  Given that one of the items has to do with readability, it implies that the scale is best used with a logo that is also a word rather than one than is a non-alphabetic mark.

The scale is composed of six, five-point Likert-type statements measuring brand associations with an emphasis on the consumer's awareness of the brand and the extent to which it stands out in his/her own mind.