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Logo colors in relation to a product - Does it have an impact on consumer attitudes? A quantitative study.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Course/Level:

2FE21E, Undergraduate Bachelor Thesis

Authors:

Pontus Nylander and Joel Wallgren

Date:

2017-05-24

Tutor:

Viktor Magnusson

Examiner:

Åsa Devine

Title:

Logo colors in relation to a product - Does it have an impact on consumer attitudes? A quantitative study.

Keywords:

Logo, colors, consumer attitudes, ABC-model, congruence.

Background

Logos is an essential part in marketing, where colors is a useful tool to create emotions and feelings as well as helping consumers to recall a brand. The color of a logo should be related to the identity and values of a brand. It is further shown that congruence between logos and what a brand represents have an impact on consumers’ attitudes.

Purpose

The purpose of this paper is to explain how congruence between brand logo colors and products impact consumer attitudes towards a product.

Methodology

This study uses a quantitative approach with an experimental research design. The data was gathered by the use of a questionnaire and later analyzed through the use of descriptive statistics, ANOVA, kurtosis, skewness, correlation and cronbach’s alpha.

Conclusion

It was concluded that the results from this study did not suggest that there is a significant difference between the means in a congruent condition compared to an incongruent condition. Hence, the congruence between brand logo colors and products does not have any significant impact on consumer attitudes. 

Place, publisher, year, edition, pages
2017. , 59 p.
Keyword [en]
Logo, colors, consumer attitudes, ABC-model, congruence
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65156OAI: oai:DiVA.org:lnu-65156DiVA: diva2:1108405
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-12 Created: 2017-06-12 Last updated: 2017-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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