THE EFFECT OF ARCHITECTURE ON CONSUMER REACTION TO BRAND ASSOCIATION
AuthorNakonechny, Tess Alaina
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PublisherThe University of Arizona.
RightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
AbstractIn my thesis, I explore the idea that architecture has an effect on brand personalities and consumer reactions when utilized as a branding device in advertisements. To begin, I demonstrate that architecture is utilized as a branding device in several advertisements, whether or not this was intentional on the part of the marketer. Then, I prove that consumers have different reactions to architectural styles. The ﬁndings in this study are important and valuable to both marketers and future researchers as they can use architecture as a new and effective tool to create impactful, lasting brand personalities and ultimately better understand and appeal to their consumers.