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

    Research output: Contribution to journalArticleAcademicpeer-review

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    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

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

    Keywords

    • METIS-253218

    Cite this

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    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.",
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    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 journalArticleAcademicpeer-review

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    AU - van Rompay, Thomas Johannes Lucas

    AU - Pruyn, Adriaan T.H.

    PY - 2008

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    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

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    JO - Advances in consumer research

    JF - Advances in consumer research

    SN - 0098-9258

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