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

Sandor Czellar (), Bruno Kocher and Jean-Claude Usunier
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Sandor Czellar: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: Brand Name–Logo; brand attitude (search for similar items in EconPapers)
Date: 2006
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Published in Advances in Consumer Research, 2006, Vol.33, pp.274-275

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00458408

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