This dissertation examines consumer response to one aspect of logo redesign: shape. Relatively little research has focused exclusively on logos and even less attention has been given to logo redesign. Reaction to change in logo shape is hypothesized to be a function of the degree of change (from incremental to considerable) and the level of commitment (from strong to weak) a consumer has towards the underlying brand. Consumers who are strongly committed to a brand will more negatively evaluate redesigned logos and have more negative attitude toward the brand. Conversely, consumers less committed to a brand will more positively evaluate redesigned logos and have more positive attitude toward the brand. Four experimental studies are discussed. The first three studies used athletic shoe logos as stimuli. The fourth study extended generalizability by replicating the effects of Study Three with bottled water brands and considered a number of mediating variables. Results fully support the concept of brand commitment moderating logo evaluation and change in brand attitude. The mediating variables were found to not influence the main effect of brand commitment on logo evaluation and change in brand attitude.
| Identifer | oai:union.ndltd.org:PITT/oai:PITTETD:etd-11212005-135926 |
| Date | 10 January 2006 |
| Creators | Walsh, Michael Francis |
| Contributors | Ajay Kalra, J. Jeffrey Inman, Vikas Mittal, Robert Gilbert, John Hulland |
| Publisher | University of Pittsburgh |
| Source Sets | University of Pittsburgh |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.library.pitt.edu/ETD/available/etd-11212005-135926/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to University of Pittsburgh or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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