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dc.contributor.authorRocabado, Francisco
dc.contributor.authorPerea, Manuel
dc.contributor.authorDunabeitia Landaburu, Jon Andoni
dc.date.accessioned2023-12-19T08:23:24Z
dc.date.available2023-12-19T08:23:24Z
dc.date.issued2023-10-19
dc.description.abstractBrand names are valuable company assets often accompanied by a unique graphical composition (i.e., as logotypes). Recent research has demonstrated that this uniqueness makes brand names and logotypes susceptible to counterfeiting through misspelling by transposition in tasks that require participants to identify correct spellings. However, our understanding of how brand names are incidentally processed when presented as logotypes is incomplete. To address this gap in knowledge, we conducted a virtual reality experiment to explore the transposed-letter confusability effect on brand name recognition. Participants were immersed in a virtual reality setting and incidentally exposed to logotypes that had correctly spelled brand names or included letter transpositions. Offline analyses revealed that participants were more accurate at recognizing brand names that had been presented with correct spellings than those that had been misspelled. Furthermore, participants exhibited false memories for misspelled logotypes, recalling them as if they had been spelled correctly. Thus, our findings revealed that the incidental processing of misspelled logotypes (e.g., SASMUNG) affects the accuracy of logotype identity recognition, thereby underscoring the challenges faced by individuals when identifying brand names and the elements that make counterfeits so effective.en_US
dc.identifier.citationRocabado, Perea, Dunabeitia Landaburu. Misspelled logotypes: the hidden threat to brand identity. Scientific Reports. 2023;13(1)en_US
dc.identifier.cristinIDFRIDAID 2196303
dc.identifier.doi10.1038/s41598-023-45213-0
dc.identifier.issn2045-2322
dc.identifier.urihttps://hdl.handle.net/10037/32155
dc.language.isoengen_US
dc.publisherSpringer Natureen_US
dc.relation.journalScientific Reports
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2023 The Author(s)en_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0en_US
dc.rightsAttribution 4.0 International (CC BY 4.0)en_US
dc.titleMisspelled logotypes: the hidden threat to brand identityen_US
dc.type.versionpublishedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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Attribution 4.0 International (CC BY 4.0)
Except where otherwise noted, this item's license is described as Attribution 4.0 International (CC BY 4.0)