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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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https://hal-hec.archives-ouvertes.fr/hal-00593385
Contributor : Antoine Haldemann <>
Submitted on : Saturday, May 14, 2011 - 5:48:46 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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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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