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

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.
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https://hal-hec.archives-ouvertes.fr/hal-00458408
Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 21, 2010 - 2:24:40 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

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  • HAL Id : hal-00458408, version 1

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Sandor Czellar, Bruno Kocher, Jean-Claude Usunier. The Effect of Perceived Brand Name–Logo Coherence on Brand Attitudes. Advances in Consumer Research, The Association for Consumer Research, 2006, Vol.33, pp.274-275. ⟨hal-00458408⟩

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