Brands are perceived by people through the same psychological mechanism that enables the recognition of faces, says a new study.
The study conducted by Leuphana University of Lueneburg examined the reactions of the viewers to 16 well-known brands, such as Coca Cola, Rolex, Porsche, Apple and to the 18 computer-generated faces and asked them to evaluate both pictures according to trustworthiness, care, strength or assertiveness.
The researchers noticed that two basic dimensions dictated a large proportion of the way not only trademarks, but also faces are perceived. While one of the dimensions constitutes overall assessment, the other dimension concerns the impression of strength.
However, well-known brands are inclined to use the faces of celebrities, believing they will bring a lot of attention.
The study experts concluded that their latest findings about the perception of faces and associated brands will help better identify that determines the perception of brands and how to influence this process and will create new opportunities for the management and the targeted improvement of brand images.
The study is published in World Review of Business Research