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Congruence matters? : Investigating consumer responses to alignment between logo design and corporate positioning

Boerkamp, L.G.P. (2019) Congruence matters? : Investigating consumer responses to alignment between logo design and corporate positioning.

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Abstract:To stand out, be recognized, and aim at positive consumer responses, companies may design appealing logos for their brands. However, merely implementing fine-looking design elements seems to be insufficient. For instance, research indicates how aiming at a perception of dynamism in imagery, can change the way a logo is perceived by the consumer. Furthermore, research suggests the relevance of congruence between the so called corporate visual identity (CVI) elements and corporate positioning, with regard to consumer evaluations. As both this dynamism and congruence have not been thoroughly investigated yet, the aim of this study is twofold: First, the notion of dynamic imagery will be explored. Next, the effects of congruence between dynamic imagery, color usage and corporate positioning, on consumer outcomes in terms of engagement, brand personality, brand attitude and behavioral intentions will be further investigated.
Item Type:Essay (Master)
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/78979
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