Congruency effects of symbolic meaning in design and brand impressions: Effects on product and brand evaluation

Hummelen, Jakob R. (2012) Congruency effects of symbolic meaning in design and brand impressions: Effects on product and brand evaluation.

[img]
Preview
PDF
565kB
Abstract:Consumers are facing an increasingly difficult task when they go out to buy a product in the supermarket as the competition among brands increases. Building on previous studies, this research has sought to investigate the influences of congruency of product and brand design with respect to symbolic meaning on product and brand evaluations, as well as the role of tolerance for ambiguity in moderating this relationship. The results from this study show that congruency effects in products design and brand impressions work differently than expected yet still confirm the influence of congruency among sources of product and brand information on judgments pertaining to the brand and the product. Finding no influence of tolerance for ambiguity, it is argued that risk and uncertainty avoidance may both be an important factor in consumer preferences for products and brands. In addition, it is argued that consumers may construe their brand impressions on a holistic basis, putting the importance of congruency among product and brand elements in a new perspective. Practical implications as well as recommendations for future research are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61622
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page