The Effect of Perceived Brand Name Logo Coherence on Brand Attitudes

Details

Serval ID
serval:BIB_85CC34E8F236
Type
Inproceedings: an article in a conference proceedings.
Publication sub-type
Abstract (Abstract): shot summary in a article that contain essentials elements presented during a scientific conference, lecture or from a poster.
Collection
Publications
Institution
Title
The Effect of Perceived Brand Name Logo Coherence on Brand Attitudes
Title of the conference
NA-Advances in Consumer Research
Author(s)
Kocher B., Czellar S., Usunier J.-C.
Publisher
Association for Consumer Research
Address
Duluth, MN
Publication state
Published
Issued date
2006
Peer-reviewed
Oui
Editor
Pechmann C., Price L.
Volume
33
Pages
274-275
Language
english
Abstract
This research investigates how the perceived coherence between brand name and logo affects brand attitudes and how this relationship is influenced by consumer-level and marketer-controlled variables. The constructs whose relationships are investigated in a first study are perceptions of coherent brand logo actions, self-brand connections and preference for consistency. Several experiments are projected to study the effect of additional moderators on the main relationships, including brand ownership, initial congruence between brand and logo, logo stability and social visibility of the brand.
Create date
06/12/2010 15:04
Last modification date
20/08/2019 15:45
Usage data