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The Effect of Perceived Brand Name–Logo Coherence on Brand Attitudes

Author

Listed:
  • Sandor Czellar

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Bruno Kocher
  • Jean-Claude Usunier

Abstract

This research investigates how the perceived coherence between brand name and logo affects brand attitudes and how this relationship is influenced by consumer-level and marketer-controlled variables. The constructs whose relationships are investigated in a first study are perceptions of coherent brand logo actions, self-brand connections and preference for consistency. Several experiments are projected to study the effect of additional moderators on the main relationships, including brand ownership, initial congruence between brand and logo, logo stability and social visibility of the brand.

Suggested Citation

  • Sandor Czellar & Bruno Kocher & Jean-Claude Usunier, 2006. "The Effect of Perceived Brand Name–Logo Coherence on Brand Attitudes," Post-Print hal-00458408, HAL.
    • Handle: RePEc:hal:journl:hal-00458408
    as

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    Keywords

    Brand Name–Logo; brand attitude;

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