An Examination of Consumers’ Subjective Views that Affect the Favorability of Organizational Logos: An Exploratory Study Using Q Methodology

This study used Q methodology to uncover the different perspectives that exist regarding the factors that affect the favorability of organizational logos. Studies that have examined the factors that influence consumers’ attitudes toward logos have largely used traditional research methods based on measures that have been prespecified by the researcher(s). Q methodology takes a fundamentally different approach—it is a mixture of both qualitative...