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To be or not to be consistent in brand logo changes?

Author

Listed:
  • Czellar, Sandor
  • Kocher, Bruno

Abstract

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.

Suggested Citation

  • Czellar, Sandor & Kocher, Bruno, 2007. "To be or not to be consistent in brand logo changes?," HEC Research Papers Series 875, HEC Paris.
    • Handle: RePEc:ebg:heccah:0875
    as

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    File URL: http://www.hec.fr/hec/fr/professeurs_recherche/upload/cahiers/CR875SCZELLAR.pdf
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    References listed on IDEAS

    as
    1. 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, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
    2. Edell, Julie E & Staelin, Richard, 1983. "The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 45-61, June.
    3. 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, Journal of Consumer Research Inc., vol. 28(3), pages 439-449, December.
    4. Zhang, Shi & Sood, Sanjay, 2002. ""Deep" and "Surface" Cues: Brand Extension Evaluations by Children and Adults," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 129-141, June.
    5. Luna, David & Peracchio, Laura A, 2001. "Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 284-295, September.
    6. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    7. Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand name; logo; consumer attitude; communication;
    All these keywords.

    JEL classification:

    • 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 fields

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