Leiden University Student Repository

Verhagen, Remco (2021)

Choosing the Right Logo: The Effect of Brand Logo Compatibility on Consumers’ Brand Attitude and Purchase Intention

Master thesis | Psychology (MSc)

Current literature indicates that consumers prefer certain aspects of brand logos, which could influence consumer behavior. Little is known, however, about the effect of the compatibility of logos with a brand’s personality on consumers’ attitudes and purchase intentions. The current experiment (N = 104) is conducted to test if brand attitudes and purchase intentions of competent and moral brands are more positive and stronger when a logo is compatible with the brand’s personality, as opposed to when it is not. Results show no effect of logo compatibility. Reasons for this could be that the effect of logo compatibility could be less explicitly measurable than expected, and that logo compatibility could be (co)determined by semantic meaning of logos. The results, however, have to be interpreted with caution, because the manipulation of the brands’ personalities only partly worked.

consumer psychology

logo compatibility

brand personality

competence

morality

Author

Verhagen, Remco

Faculty

Faculty of Social & Behavioural Sciences

Specialisation

Economic and Consumer Psychology

Supervisors

Wirtz, C.

ECTS Credits

20

Language

en