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Publication Date

2015-04-17

Availability

UM campus only

Embargo Period

2017-04-17

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PHD)

Department

Marketing (Business)

Date of Defense

2015-04-03

First Committee Member

Michael Tsiros

Second Committee Member

Jiao Zhang

Third Committee Member

Juliano Laran

Fourth Committee Member

Claudia Townsend

Abstract

The first exposure a consumer has to a brand is extremely important; it is the foundation on which subsequent information about the brand is learned. Often consumers are first exposed to a brand through its name or logo. In this research I examine how design features influence the symbolic value of brand assets. Three particular design features are considered: brand logo framing (Chapter 3), brand name length (Chapter 4), and perceptions of brand logo movement (Chapter 5). Each of these design features is shown to impact brand perceptions, customer intentions, and, consequently, brand performance. The moderating role of product-related, consumer-related, and situational variables is examined.

Keywords

Branding; Design; Symbolic Meaning

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