THE EFFECT OF ARCHITECTURE ON CONSUMER REACTION TO BRAND ASSOCIATION

Abstract

In 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.