Brand Visualization: Effects of 'Product Shape-Typeface Design' Congruence on Brand Perceptions and Price Expectations

This research addresses effects of congruence of symbolic meanings connoted through product shape and typeface design on brand perceptions and price expectations. Based on processing fluency accounts, it is predicted that shape-typeface congruence, as opposed to shape-typeface incongruence, positively affects perceptions of brand credibility, brand aesthetics, and product value, the latter reflected in higher price expectations. These predictions were tested in two studies in which shape and typeface of a fictitious brand of bottled waters were manipulated. Findings from both studies were in line with our predictions. Moreover, study 2 indicates that perceived brand aesthetics mediates the effect of shape-typeface congruence on price expectations.


Thomas J. L. van Rompay and Ad T. H. Pruyn (2008) ,"Brand Visualization: Effects of 'Product Shape-Typeface Design' Congruence on Brand Perceptions and Price Expectations", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 825-826.


Thomas J. L. van Rompay, Twente University, The Netherlands
Ad T. H. Pruyn, Twente University, The Netherlands


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More


Why Do People Who Have More Enjoy Horror More?

Haiyang Yang, Johns Hopkins University
Kuangjie Zhang, Nanyang Technological University, Singapore

Read More


E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.