The Effect of Brand Name-Brand Mark Coherence on Brand Equity

Détails

ID Serval
serval:BIB_0E7EB609EB95
Type
Actes de conférence (partie): contribution originale à la littérature scientifique, publiée à l'occasion de conférences scientifiques, dans un ouvrage de compte-rendu (proceedings), ou dans l'édition spéciale d'un journal reconnu (conference proceedings).
Collection
Publications
Titre
The Effect of Brand Name-Brand Mark Coherence on Brand Equity
Titre de la conférence
18th European Marketing Academy Doctoral Colloquium, 22-24 May 2005
Auteur(s)
Kocher B.
Adresse
Milan, Italy
Statut éditorial
Publié
Date de publication
2005
Peer-reviewed
Oui
Langue
anglais
Résumé
This is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies. The descriptive design in Study 1 highlights a strong positive correlation between general brand evaluations and brand-logo consistency ratings. Two experiments show that perceived initial consistency between brand name and logo, preference for consistency as well as brand status moderate the effect of brand name-logo consistency on brand attitudes. Taken together, our three studies represent a step toward a comprehensive framework into understanding how integrated brand communications contribute to positive brand attitudes.
Création de la notice
04/02/2013 17:32
Dernière modification de la notice
20/08/2019 13:35
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