Les Cahiers de Recherche - HEC Paris
To be or not to be consistent in brand logo changes?
() and Bruno Kocher
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; (follow links to similar papers)
JEL-Codes: D11; M31; M37; (follow links to similar papers)
20 pages, November 1, 2007
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