ارتباطات بازاریابی سیار لوگو متحرک
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ارتباطات بازاریابی سیار لوگو متحرک

عنوان فارسی مقاله: لوگو های متحرک در ارتباطات بازاریابی سیار: نقش آگهی ها و مسیرهای حرکت لوگو
عنوان انگلیسی مقاله: Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories
مجله/کنفرانس: مجله تحقیقات بازاریابی – Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: آرم های متحرک، قدرت شرکت، نوآوری سازمانی، جهت حرکت لوگو، مسیرهای لوگو، ارتباطات بازاریابی سیار
کلمات کلیدی انگلیسی: Animated logos, Company power, Company innovativeness, Logo movement directions, Logo trajectories, Mobile marketing communications
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2016.06.003
دانشگاه: گروه مدیریت، اقتصاد، ریاضیات و آمار، دانشگاه Salento، ایتالیا
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2016
ایمپکت فاکتور: 5.352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1.684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 10
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E4274
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Mobile marketing and the role of logo movement directions


3- Dynamic and animated logos


4- Directionality and metaphorical perceptions


5- Overview of studies


6- Study 1


7- Study 2


8- Study 3


9- General discussion


10- Theoretical and managerial implications


11- Limitations and future research


Acknowledgments


Appendix 1. Logos used in the research


Appendix 2. Manipulation of company power


Appendix 3. Manipulation of company innovativeness


References

نمونه متن انگلیسی مقاله

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.


Introduction


When we are happy, when we rejoice, we move our arms toward the sky: it's a universal sign when we are experiencing a very positive emotion. Everything which points up in the air seems preferable, metaphorically speaking, to what points downwards. That is why it is difficult to believe that going down does not bring a feeling of depression with it. Look at watch or clock images in advertisements: the hands are always at ten to two, because that projects a subtle smile. What would it seem if they were pointing at six thirty? The same with trajectories: people seem to prefer something positive increasing in an exponential way, rather than with a slower pace because, when we deal with something positive, we want it all and we want it now! Think of an interest rate on one of your investments: would you prefer it increasing in a fast or in a slow way? In this paper we deal with marketing communications and try to apply these concepts to the design of animated company logos. We do this in a mobile marketing environment, where animation and short movements are allowed by the Graphics Interchange Format (GIF), a widespread technology applied to electronic advertising

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