EBSLG

 

 
European Business Schools Librarian's Group
Home About Series Subject/JEL codes Advanced Search
HEC Paris. Research Department Les Cahiers de Recherche - HEC Paris
 

No 875:
To be or not to be consistent in brand logo changes?

Sandor Czellar () 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

Before downloading any of the electronic versions below you should read our statement on copyright.
Download GhostScript for viewing Postscript files and the Acrobat Reader for viewing and printing pdf files.

Full text versions of the paper:

CR875SCZELLAR.pdf    PDF-file
Download Statistics

Questions (including download problems) about the papers in this series should be directed to Sandra Dupouy ()
Report other problems with accessing this service to Sune Karlsson () or Helena Lundin ().

Programing by
Design Joakim Ekebom

Handle: RePEc:ebg:heccah:0875 This page was generated on 2014-12-14 17:56:22