The influence of familiarity with a brand on the recognition of logo core values and on the attitude towards the brand and the logo.

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dc.contributor.advisorHooft, A.P.J.V. van
dc.contributor.advisorLent, L.G.G. van
dc.contributor.authorKollotzek, H.E.
dc.date.issued2017-06-05
dc.description.abstractThis research investigated the logos of two brands from the dairy sector. Within an experimental study, one group of participants was assigned to the logo of the well-known brand FrieslandCampina and the other one was assigned to the logo of the unknown Italian brand Parmalat. Both brands claimed that their core values were transmitted through their logo. The three research hypotheses suggested that there was a positive influence of familiarity with a brand on the recognition of core values and on the participants’ attitudes towards the brand and towards the logo. According to the expectations based on the mere exposure effect, FrieslandCampina would score higher than Parmalat in all the three dependent variables. The experimental study refuted all hypotheses. Possible explanations include the abstractness of core values, the high level of abstractness of the FrieslandCampina logo and the feeling of subjective familiarity possibly evoked by the Parmalat logo.en_US
dc.embargo.lift2050-12-31
dc.identifier.urihttp://theses.ubn.ru.nl/handle/123456789/4310
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleThe influence of familiarity with a brand on the recognition of logo core values and on the attitude towards the brand and the logo.en_US
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