To be or not to be consistent in brand logo changes?
Download full text from publisher
References listed on IDEAS
- Edell, Julie E & Staelin, Richard, 1983. " The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, Oxford University Press, vol. 10(1), pages 45-61, 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.
- Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Oxford University Press, vol. 16(1), pages 39-54, June.
- 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 439-449, December.
- 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 475-492, March.
- 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 284-295, September.
More about this item
Keywordsbrand name; logo; consumer attitude; communication;
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
NEP fieldsThis paper has been announced in the following NEP Reports:
- NEP-ALL-2007-12-01 (All new papers)
- NEP-IND-2007-12-01 (Industrial Organization)
- NEP-MKT-2007-12-01 (Marketing)
StatisticsAccess and download statistics
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ebg:heccah:0875. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Antoine Haldemann). General contact details of provider: http://edirc.repec.org/data/hecpafr.html .
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.