To be or not to be consistent in brand logo changes?
Sandor Czellar () and
Bruno Kocher
No 875, HEC Research Papers Series from HEC Paris
Abstract:
This paper 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.
Keywords: brand name; logo; consumer attitude; communication (search for similar items in EconPapers)
JEL-codes: D11 M31 M37 (search for similar items in EconPapers)
Pages: 20 pages
Date: 2007-11-01
New Economics Papers: this item is included in nep-ind and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ebg:heccah:0875
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