European Business Schools Librarian's Group

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

JEL-codes: D11; M31; M37

20 pages, November 1, 2007

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