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      How Favourable Attitudes are Formed when the Semantic Associations of a Logotype are Congruent with Brand Personality

      Mikaere, Emily Jane
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      Mikaere, E. J. (2011). How Favourable Attitudes are Formed when the Semantic Associations of a Logotype are Congruent with Brand Personality (Thesis, Master of Computer Graphic Design (MCGD)). University of Waikato, Hamilton, New Zealand. Retrieved from https://hdl.handle.net/10289/5303
      Permanent Research Commons link: https://hdl.handle.net/10289/5303
      Abstract
      This thesis explores how favourable attitudes are formed when the semantic associations of a logotype are congruent with brand personality. By analysing the attitude response to varying brands sets, the findings from this thesis indicate that congruency within the underlying connotations of the logotype and brand personality did in fact produce positive responses in both attitude and aesthetics. Through the congruency research in this thesis, several influential factors affecting the attitude formation process towards a brand have been found. These factors include varying degrees of font appropriateness effectiveness, the over-powering effect of semantic associations and how underlying consumer behaviour tendencies affect purchasing decisions. The methodology for this project drew on two surveys completed by approximately 200 participants. Two logotypes and two brand slogans are cross-paired with each other resulting in four "brand" variants containing congruent and incongruent brand elements. Findings from this thesis emphasise the importance of underlying semantic associations in typography, as well as bringing a fresh perspective for graphic designers, typographers and type designers to assist their future work with successful logotype design.
      Date
      2011
      Type
      Thesis
      Degree Name
      Master of Computer Graphic Design (MCGD)
      Supervisors
      Vanderschantz, Nicholas
      Timpany, Claire
      Publisher
      University of Waikato
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      All items in Research Commons are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
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      • Masters Degree Theses [2381]
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