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dc.contributor.advisorVanderschantz, Nicholas
dc.contributor.advisorTimpany, Claire
dc.contributor.authorMikaere, Emily Jane
dc.date.accessioned2011-04-20T21:06:32Z
dc.date.available2011-04-20T21:06:32Z
dc.date.issued2011
dc.identifier.citationMikaere, 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/10289/5303en
dc.identifier.urihttps://hdl.handle.net/10289/5303
dc.description.abstractThis 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.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Waikato
dc.rightsAll items in Research Commons are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectLogotype
dc.subjectSemiotics
dc.subjectBranding
dc.subjectTypography
dc.titleHow Favourable Attitudes are Formed when the Semantic Associations of a Logotype are Congruent with Brand Personalityen
dc.typeThesis
thesis.degree.grantorUniversity of Waikato
thesis.degree.levelMasters
thesis.degree.nameMaster of Computer Graphic Design (MCGD)en_NZ
dc.date.updated2011-02-22T00:45:07Z
pubs.place-of-publicationHamilton, New Zealanden_NZ


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