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|
|Date of revision:|
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- Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
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- 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, Oxford University Press, vol. 28(3), pages 439-49, December.
- Luna, David & Peracchio, Laura A, 2001. " Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, Oxford University Press, vol. 28(2), pages 284-95, September.
- 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, Oxford University Press, vol. 18(4), pages 475-92, March.
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