At the point of sale, consumers are able to consider the purchase of a product by evaluating the visual and tactile attributes of its packaging. By communicating through packaging, marketers are able to appeal to consumers at the most crucial moment in the consumer decision journey: the point of sale. Packaging can be considered as an element of communication in the market-place. We develop possible explanations of the observed distribution of types across countries and discuss the implication of our findings for world society institutionalism and the institutional logics approach. We find that while the abstract organizational type of visual expression has become dominant in Western countries, including France, Germany, and the United States, heterogeneity prevails in other nations such as Australia, Italy, or South Africa. Generally, the visual expression of abstract or text-based organizational type is the least visually loaded, such lightness matching modern principles of corporate branding the other types are rich in references to the national or guilded professional field of universities. national, and organizational), arranged in five subtypes (classic, science=technology, local, abstract, and just-text). Emerging from content analyses of the icons were three main visual types (guilded. We trace differences in the icons (emblems and logos) used in the Internet self-representation of 821 universities and higher education institutions in 20 countries in 5 continents. This study investigates how universities brand themselves and in what ways visual self-representation varies cross-nationally.
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