TY - JOUR
T1 - All dressed up with something to say
T2 - Effects of typeface semantic associations on brand perceptions and consumer memory
AU - Childers, Terry L.
AU - Jass, Jeffrey
PY - 2002/1/1
Y1 - 2002/1/1
N2 - In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as communicating unique semantic associations to individuals distinct from the content of the written words they clothe. Typeface associations are investigated across varying levels of involvement in terms of their effect upon brand perceptions. These associations also influenced the memorability of advertised benefit claims. Memorability was enhanced as the degree of consistency among typeface semantic cues, advertisement visual cues, and advertisement copy claims increased. Extensions of this framework focus on obtaining a more complete understanding concerning the semantic pathways through which typefaces convey meaning.
AB - In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as communicating unique semantic associations to individuals distinct from the content of the written words they clothe. Typeface associations are investigated across varying levels of involvement in terms of their effect upon brand perceptions. These associations also influenced the memorability of advertised benefit claims. Memorability was enhanced as the degree of consistency among typeface semantic cues, advertisement visual cues, and advertisement copy claims increased. Extensions of this framework focus on obtaining a more complete understanding concerning the semantic pathways through which typefaces convey meaning.
UR - http://www.scopus.com/inward/record.url?scp=0038120888&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0038120888&partnerID=8YFLogxK
U2 - 10.1207/153276602760078631
DO - 10.1207/153276602760078631
M3 - Article
AN - SCOPUS:0038120888
SN - 1057-7408
VL - 12
SP - 93
EP - 106
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 2
ER -