How Does Brand Name-Logo Coherence Affect Brand Attitudes? An Investigation of Moderating Effects

Détails

ID Serval
serval:BIB_828C456A242B
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
Institution
Titre
How Does Brand Name-Logo Coherence Affect Brand Attitudes? An Investigation of Moderating Effects
Titre de la conférence
Proceedings of the Society for Consumer Psychology 2006 Winter Conference
Auteur(s)
Kocher B., Czellar S.
Editeur
Society for Consumer Psychology (SCP)
Adresse
Miami (FL), USA
Statut éditorial
Publié
Date de publication
02/2006
Peer-reviewed
Oui
Pages
NA
Langue
anglais
Résumé
This research investigates the impact of brand name-logo coherence on consumer attitudes and the potential moderators of this effect. Experiment 1 investigates the impact of brand name-logo coherence on brand attitudes and consumer-level variables that may moderate this relationship (preference for consistency and self-brand connections). Experiment 2 assesses the impact of another moderator, perceived initial coherence between brand name and logo, on the relation between brand name-logo coherence and brand attitudes. Our two studies represent a step toward a comprehensive framework providing a better understanding of how coherent brand elements contribute to positive brand attitudes.
Création de la notice
09/12/2010 16:40
Dernière modification de la notice
20/08/2019 15:42
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