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

Sandor Czellar and Bruno Kocher
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Sandor Czellar: Department of Marketing, Faculty of Business and Economics - UNIL - Université de Lausanne = University of Lausanne
Bruno Kocher: 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 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.

Keywords: brand name; logo; consumer attitude; communication (search for similar items in EconPapers)
Date: 2007
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Published in 2007

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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00593385

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