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The psychological effectiveness of logos for public relations performance: A Hispanic student-level marketing approach
Journal of Cultural Marketing Strategy,
4
(1),
42-54
(2019)
Abstract
This study examines, from a marketing perspective, the psychological impact of logos among the Hispanic population, with particular focus given to measures of public relations performance. Data were collected via an online survey (n = 167) and analysed using hierarchical multiple regression. The results indicate that logos play a key role in public relations performance, and may be used to enhance image, reputation and customer loyalty.
Keywords: public relations performance; Hispanic students; logos; marketing measurement; images; reputation; customer loyalty; personality traits
The full article is available to subscribers to the journal.
Author's Biography
Young Joon Lim is an associate professor at the University of Texas Rio Grande Valley, where he teaches public relations and communication research. His research focuses on integrated marketing communication and corporate reputation management.
Jennifer Lemanski Young Joon Lim is a professor at the University of Texas Rio Grande Valley, where she teaches advertising and media campaigns. Her research focuses on advertising campaigns, marketing strategies and media effects.
