Font appropriateness and brand choice

By John R. Doyle, Paul A. Bottomley. 2004

141 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/c06cd5711a89c3d047400843f4910cab4a68adb6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Dhruv Grewal
2. John R. Doyle
3. Paul A. Bottomley
4. Benedikt Schnurr
5. Seontaik Kim
6. Stephen E. Palmer
7. Roland Schroll
8. V. Magnini

In Marketing

1. Paul A. Bottomley
2. John R. Doyle
3. Benedikt Schnurr
4. Seontaik Kim
5. Menno D. T. de Jong
6. Roland Schroll
7. Dhruv Grewal
8. V. Magnini

Citations in the corpus

• Humanizing Products with Handwritten Typefaces (2018, background): “Doyle and Bottomley (2004) Effect of congruence between product category and typeface on brand choice Products are chosen more often when the brand name appears in an appropriate versus inappropriate font (i.e., connotative meaning of the product category and typeface are congruent).”
• The influences of restaurant menu font style, background color, and physical weight on consumers’ perceptions (2016, background): “While some marketing studies focus on a product’s package as a trigger of visual equity (e.g., Underwood, 2003), Doyle and Bottomley (2004) demonstrate that font appropriateness in a brand’s images can also have a significant influence on the formation of visual equity.”
• The interactive effects of colors and products on perceptions of brand logo appropriateness (2006, background): “Nevertheless, Doyle and Bottomley (2004) found that people chose chocolate truffles in a ratio of 3:1 from a box displaying an appropriate font for chocolates, rather than an inappropriate font. Thus, we are mildly confident that our results will have practical implications beyond our ‘sterilized’ w”
• The impact of organisational characteristics on corporate visual identity (2006, background): “…of CVI to corporate reputation has not been investigated as such, although experimental studies have shown that the choice of logo, colour or even font type can affect people’s judgements and behaviour (Doyle and Bottomley, 2002; Gabrielsen et al., 2000; Van Riel and Van den Ban, 2001).”
• A charming little Cabernet (2007, background): “These elements can support or undermine one another, and a product’s position tends to be strongest when they are congruent (Doyle and Bottomley, 2004).”