To Be or Not to Be Consistent in Brand Logo Changes? - HEC Paris - École des hautes études commerciales de Paris Access content directly
Reports Year : 2007

To Be or Not to Be Consistent in Brand Logo Changes?

Abstract

This 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. The descriptive design in Study 1 highlights a strong positive correlation between general brand evaluations and brand-logo consistency ratings. Two experiments show that perceived initial consistency between brand name and logo, preference for consistency as well as brand status moderate the effect of brand name-logo consistency on brand attitudes. Taken together, our three studies represent a step toward a comprehensive framework into understanding how integrated brand communications contribute to positive brand attitudes.

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Dates and versions

hal-00593385 , version 1 (14-05-2011)

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  • HAL Id : hal-00593385 , version 1

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Sandor Czellar, Bruno Kocher. To Be or Not to Be Consistent in Brand Logo Changes?. 2007. ⟨hal-00593385⟩

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