Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations

Thomas Johannes Lucas van Rompay, Adriaan T.H. Pruyn

    Research output: Contribution to journal › Article › Academic › peer-review

    42 Downloads (Pure)

    Abstract

    This research addresses effects of congruence of symbolic meanings connoted through product shape and typeface design on brand perceptions and price expectations. Based on processing fluency accounts, it is predicted that shape-typeface congruence, as opposed to shape-typeface incongruence, positively affects perceptions of brand credibility, brand aesthetics, and product value, the latter reflected in higher price expectations. These predictions were tested in two studies in which shape and typeface of a fictitious brand of bottled waters were manipulated. Findings from both studies were in line with our predictions. Moreover, study 2 indicates that perceived brand aesthetics mediates the effect of shape-typeface congruence on price expectations.
    Original languageEnglish
    Pages (from-to)825-826
    Number of pages2
    JournalAdvances in consumer research
    Volume35
    Publication statusPublished - 2008

    Fingerprint

    Esthetics
    Drinking Water
    Research
    Visualization
    Price expectations
    Congruence
    Prediction
    Brand credibility
    Product value
    Water

    Keywords

    • METIS-253218

    Cite this

    van Rompay, Thomas Johannes Lucas ; Pruyn, Adriaan T.H. / Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations. In: Advances in consumer research. 2008 ; Vol. 35. pp. 825-826.
    @article{9173a7c73c1a4702be76892d5501aa3c,
    title = "Brand visualization: Effects of {"}product shape- typeface design{"} congruence on brand perceptions and price expectations",
    abstract = "This research addresses effects of congruence of symbolic meanings connoted through product shape and typeface design on brand perceptions and price expectations. Based on processing fluency accounts, it is predicted that shape-typeface congruence, as opposed to shape-typeface incongruence, positively affects perceptions of brand credibility, brand aesthetics, and product value, the latter reflected in higher price expectations. These predictions were tested in two studies in which shape and typeface of a fictitious brand of bottled waters were manipulated. Findings from both studies were in line with our predictions. Moreover, study 2 indicates that perceived brand aesthetics mediates the effect of shape-typeface congruence on price expectations.",
    keywords = "METIS-253218",
    author = "{van Rompay}, {Thomas Johannes Lucas} and Pruyn, {Adriaan T.H.}",
    year = "2008",
    language = "English",
    volume = "35",
    pages = "825--826",
    journal = "Advances in consumer research",
    issn = "0098-9258",
    publisher = "Sheridan Books",

    }

    van Rompay, TJL & Pruyn, ATH 2008, 'Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations' Advances in consumer research, vol. 35, pp. 825-826.

    Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations. / van Rompay, Thomas Johannes Lucas; Pruyn, Adriaan T.H.

    In: Advances in consumer research, Vol. 35, 2008, p. 825-826.

    Research output: Contribution to journal › Article › Academic › peer-review

    TY - JOUR

    T1 - Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations

    AU - van Rompay, Thomas Johannes Lucas

    AU - Pruyn, Adriaan T.H.

    PY - 2008

    Y1 - 2008

    N2 - This research addresses effects of congruence of symbolic meanings connoted through product shape and typeface design on brand perceptions and price expectations. Based on processing fluency accounts, it is predicted that shape-typeface congruence, as opposed to shape-typeface incongruence, positively affects perceptions of brand credibility, brand aesthetics, and product value, the latter reflected in higher price expectations. These predictions were tested in two studies in which shape and typeface of a fictitious brand of bottled waters were manipulated. Findings from both studies were in line with our predictions. Moreover, study 2 indicates that perceived brand aesthetics mediates the effect of shape-typeface congruence on price expectations.

    AB - This research addresses effects of congruence of symbolic meanings connoted through product shape and typeface design on brand perceptions and price expectations. Based on processing fluency accounts, it is predicted that shape-typeface congruence, as opposed to shape-typeface incongruence, positively affects perceptions of brand credibility, brand aesthetics, and product value, the latter reflected in higher price expectations. These predictions were tested in two studies in which shape and typeface of a fictitious brand of bottled waters were manipulated. Findings from both studies were in line with our predictions. Moreover, study 2 indicates that perceived brand aesthetics mediates the effect of shape-typeface congruence on price expectations.

    KW - METIS-253218

    M3 - Article

    VL - 35

    SP - 825

    EP - 826

    JO - Advances in consumer research

    JF - Advances in consumer research

    SN - 0098-9258

    ER -

    van Rompay TJL, Pruyn ATH. Brand visualization: Effects of "product shape- typeface design" congruence on brand perceptions and price expectations. Advances in consumer research. 2008;35:825-826.

    Access to Document