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

Bruno Kocher, University of Lausanne
Sandor Czellar, University of Lausanne
Jean-Claude Usunier, University of Lausanne

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

 

Bruno Kocher, University of Lausanne

Sandor Czellar, HEC School of Management

Jean-Claude Usunier, University of Lausanne

 

Short 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.
[ to cite ]:
Bruno Kocher, Sandor Czellar, and Jean-Claude Usunier (2006) ,"The Effect of Perceived Brand Name–Logo Coherence on Brand Attitudes", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 274-275.