It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.

This three-essay dissertation extends previous research on social influence and examines social influence’s impact on consumption, particularly in the contexts of collective goals and brand preferences. Essay 1 focuses on collective marketing campaigns, which are not shared equally by all customers. Two studies demonstrate that the framing of collective progress in such campaigns can broaden participation by highlighting the large area of progress toward the goal, emphasizing progress achieved for campaigns in their late stages and progress remaining in their early stages. Essay 2 examines the effects of brand age on consumer preferences and choices. Six studies demonstrate that consumers’ preferences for younger brands increase with perceptions of product category innovativeness or the extent to which the product category is perceived to have evolved and is likely to evolve in the future. Findings reveal that younger (vs. established) brands are likely to be preferred when perceptions of product category innovativeness are high (vs. low). Essay 3 examines the effects of perceptions of product category innovativeness and consumer traits, such as novelty seeking and need for uniqueness, on consumers’ preference for young versus established brands. This dissertation provides theoretical and managerial contributions. / Business Administration/Marketing

Tidigare forskning har visat att globala företag kan specificera en varumärkesstrategi för att förmedla rätt bild till konsumenterna över olika kulturer. Därmed kan globala företag som befinner sig på den svenska marknaden upprätthålla rätt strategi avseende färgmättnad i dess varumärkeslogotyper för att uttrycka rätt bild hos de svenska konsumenterna. Denna studie syftar därmed till att utifrån ett konsumentperspektiv få en djupare förståelse för hur svenska konsumenters associationer och känslor om ett varumärke kan påverkas av färgernas mättnad som finns i varumärkeslogotyper. Utifrån studiens syfte blev således urvalet för studien svenska konsumenter. Forskningsfrågan som studien bygger på är ”Hur påverkar färgmättnad svenska konsumenters associationer och känslor avseende varumärkeslogotyper?”. För att besvara denna forskningsfråga har studien utgått ifrån en kvalitativ forskningsstrategi samt en deduktiv ansats. För att få fram studiens resultat har 14 semistrukturerade intervjuer genomförts där respondenterna fått observera olika varumärkeslogotyper med olika färgmättander.  Den teoretiska referensramen i denna studie bygger på fyra olika teorier och tidigare forskning inom färg och färgmättnad. De teorier som behandlas i studien är, The color experience pyramid, Elements of colour perception, färgpsykologi och HSL-modellen. Studiens resultat har visat att likt tidigare forskning inom färgmättnad, tycker svenska konsumenter att en låg färgmättnad är tråkig. Vidare slutsats fann studien i vilken mättnad som svenska konsumenter föredrog. Den höga mättnaden föredrogs med stor majoritet hos färgerna blå, röd, orange och gul. Gällande färgerna grön och lila framgick det att en svag majoritet föredrog den högt mättade färgen och resterande respondenter förestod den lågt mättade färgen. Studien kom även fram till att det kan tillkomma ytterligare associationer till olika färgmättnader utöver de som återfinns inom teorin om färgpsykologi. / Previous research shows global companies can specify a brand strategy to convey the right image to consumers across different cultures. Companies that are in the Swedish market can maintain the right strategy regarding color saturation in it’s brand logos in order to express the right image among Swedish consumers. This study aims to gain a deeper understanding from a consumer perspective of the Swedish consumers' associations and emotions regarding a brand can be affected by the saturation of colors found in brand logos. Based on the purpose of the study, the sample for the study was Swedish consumers.  The research question on which the study is based is "How does color saturation affect Swedish consumers' associations and feelings regarding brand logos?". To answer this research question, the study has been based on a qualitative research strategy and a deductive approach. To obtain the results of the study, 14 semi-structured interviews were conducted where the respondents were allowed to observe different brand logos with different color saturations.  The theoretical frame of reference in this study is based on four different theories and previous research in color and color saturation. The theories discussed in the study are, The color experience pyramid, Elements of color perception, color psychology and the HSL-model.  The results of the study have shown that, like previous research on color saturation, Swedish consumers think that a low color saturation is boring. A further conclusion was found in the study in which saturation that Swedish consumers preferred. The high saturation was preferred by a large majority in the colors blue, red, orange and yellow. Regarding the colors green and purple, it appeared that a weak majority preferred the highly saturated color and the remaining respondents preferred the low saturated color. The study also concluded that there may be additional associations to different color saturations in addition to those found in the theory of color psychology.