%0 Journal Article %T The Effect of Perceived Brand Name–Logo Coherence on Brand Attitudes %+ Groupement de Recherche et d'Etudes en Gestion à HEC (GREGH) %A Czellar, Sandor %A Kocher, Bruno %A Usunier, Jean-Claude %< avec comité de lecture %J Advances in Consumer Research %I The Association for Consumer Research %V Vol.33 %P pp.274-275 %8 2006 %D 2006 %K Brand Name–Logo %K brand attitude %Z Humanities and Social Sciences/Business administration/domain_shs.gestion.markJournal articles %X 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. %G English %L hal-00458408 %U https://hec.hal.science/hal-00458408 %~ SHS %~ HEC %~ CNRS