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The influence of congruence between colours and shapes in logos on brand personality and gendered brand personality

Waaijer, Carien (2018) The influence of congruence between colours and shapes in logos on brand personality and gendered brand personality.

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Abstract:In the field of brand personality, research largely consists of studies that investigated the influence of single design features as shapes, colours, symbols, and typeface in logos on consumers’ perception of brand personality. However, to the best of the author’s knowledge, limited studies have tested the influence of congruence between colours and shapes in logos on brand personality and gendered brand personality. Therefore, this research aims to examine whether different combinations of colours (red and blue) and different combinations of shapes (round and angular) in logos influence brand personality and gendered brand personality dimensions. This leads to the following research question: ‘To what extent do congruence between colours and shapes in logos influence brand personality and gendered brand personality?’ To answer this research question, an online questionnaire was set out to measure the relationship between two independent variables (colours and shapes) and two dependent variables (brand personality and gendered brand personality) in a 2 x 2 design. In total 120 Dutch respondents participated in the study. Results from this study show a significant effect on the perceived masculinity of a brand when the colour blue is used in logos. Moreover, another significant effect on the perceived masculinity of a brand was found when angular shapes were used in logos. Finally, this study revealed that congruence between colours and shapes in logos did not influence brand personality or gendered brand personality perceptions. For the reason that no statistical support was found for the relationship between a red coloured logo in combination with an angular shape (i.e. congruence) on brand personality or gendered brand personality. Results indicated, however, that there was a significant interaction effect between colours and shapes used in logos on the perception of a brand that is competent. Post hoc tests show that a red coloured logo combined with a round shape (i.e. incongruence) was significantly perceived more competent. On this basis, it can be concluded that incongruence, as opposed to congruence, between colours and shapes in logos positively influenced the perception of a competent brand.
Item Type:Essay (Master)
Clients:
Unknown organization, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/76431
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