To be or not to be consistent in brand logo changes?
This paper 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.
|Date of creation:||01 Nov 2007|
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- Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, University of Chicago Press, vol. 18(4), pages 475-92, March.
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- Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 39-54, June.
- Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
- Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 439-49, December.
- Edell, Julie E & Staelin, Richard, 1983. " The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, University of Chicago Press, vol. 10(1), pages 45-61, June.
- Zhang, Shi & Sood, Sanjay, 2002. " "Deep" and "Surface" Cues: Brand Extension Evaluations by Children and Adults," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 129-41, June.
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