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A picture says more than a thousand words: The influence of congruence within visual brand identity on brand preference

Smit, T (2019) A picture says more than a thousand words: The influence of congruence within visual brand identity on brand preference.

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Abstract:A consumer is exposed to more than 5.000 advertisements in one day, which makes it a real challenge for a brand to be preferred over other brands. Literature suggests that brand preference can be gained via the visual appearance of brands; Visual Brand Identity (VBI). Congruence between VBI-elements assumingly strengthens brand preference. This was tested by combining the associations of the VBI-elements (logo colour, logo shape and brand positioning) and projecting those on fictional brands. A 2 (black vs yellow) x 2 (angular vs circular) x 2 (luxury vs ordinary) between-subjects experimental research design was used, which led to eight conditions. In the online questionnaire, each respondent was randomly assigned to one of the conditions, containing two manipulations for the product types 'accommodations' and 'accessories’, where questions on a 7-point Likert scale were answered. In total, 220 Dutch respondents filled out the questionnaire of which the majority was 20-25 years and highly educated. The results of the study showed the elements effects of VBI did not have a significant effect on brand preference. The context and the respondent sample are important aspects to consider when conducting further research. Also, the concept of incongruence deserves attention towards this topic.
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/79037
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