Modifying visual brand identifiers: Impact on brand equity

被引：0

作者：

Koch, EC ^{[1
]}

Boush, D ^{[1
]}

机构：

[1] Univ Oregon, Dept Mkt, Eugene, OR 97403 USA

来源：

2000 AMA EDUCATORS' PROCEEDINGS - ENHANCING KNOWLEDGE DEVELOPMENT IN MARKETING | 2000年

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Sports franchises modify their brand identifiers such as logos, colors, and typefaces, for a variety of reasons. These changes can have both positive and negative effects on consumer brand evaluations, either building or eroding existing brand equity. The authors integrate literature from brand equity and aesthetic design and offer a framework for conducting research on the impact of changes in visual brand identifiers on the knowledge that forms the basis for brand equity.

引用

页码：141 / 146

页数：6

共 50 条

[31] Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement-A Case Study of Customers' Perception of the Apple Brand in China
Sohaib, Muhammad
Mlynarski, Jacob
Wu, Rui
SUSTAINABILITY, 2023, 15 (01)
[32] Impact of brand-building activities and retailer-based brand equity on retailer brand communities
Samu, Sridhar
Lyndem, Preeti Krishnan
Litz, Reginald A.
EUROPEAN JOURNAL OF MARKETING, 2012, 46 (11-12) : 1581 - 1601
[33] A COMPREHENSIVE APPROACH TO BRAND EQUITY: INTEGRATING PRODUCT AND CORPORATE BRAND EQUITY INTO TOTAL BRAND EQUITY MEASUREMENT
Shamma, Hamed M.
Hassan, Salah S.
PROCEEDINGS OF THE 2010 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE, 2015, : 109 - 109
[34] The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity
Kocyigit O.
Ringle C.M.
Journal of Brand Management, 2011, 19 (3) : 195 - 212
[35] The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition
Shin, Namju
Kim, Haelee
Lim, Sunah
Kim, Changsoo
4TH INTERNATIONAL CONFERENCE ON TOURISM RESEARCH (4ICTR), 2014, 12
[36] Transfer of brand equity in brand extensions: The importance of brand loyalty
Hem, LE
Iversen, NM
ADVANCES IN CONSUMER RESEARCH, VOL 30, 2003, 30 : 72 - 79
[37] THE IMPACT OF VARIOUS FACETS OF CUSTOMER-BASED BRAND EQUITY ON BRAND RESONANCE
Ishrak, S. M. Hasin
Al-Mamun, Muhammad Hasan
INTERNATIONAL JOURNAL OF BUSINESS AND SOCIETY, 2022, 23 (03): : 1649 - 1673
[38] Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty
Li, Gen
Li, Juan
Sun, Xixiang
REVISTA DE CERCETARE SI INTERVENTIE SOCIALA, 2019, 66 : 278 - 297
[39] The Impact of Mobile Phone Brand Personality on Brand Equity Among Albanian Consumers
Shyle, Irma
BRAND, LABEL, AND PRODUCT INTELLIGENCE, 2022, : 114 - 127
[40] Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world
Purani K.
Jeesha K.
AMS Review, 2022, 12 (1-2) : 52 - 70

← 1 2 3 4 5 →