This paper is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies.

In this paper, three experiments investigate the role of expertise as a moderator of the relationship between implicit and explicit measures of attitudes

Recent research suggests consumers view brands anthropomorphically and often form self-connections with a particular brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such connections. In the current research, we conceptualize...

Purchase decisions for hedonic products and services are often characterized by ambivalence -sensory benefits make them attractive, but consumers may feel guilty about bying them. To overcome this ambivalence, consumers frequently adopt strategies that allow them to enloy hedonic benefits while...

Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing brands in this fashion. A recent view of...