Concepedia

Brand Consistency

Brand Consistency is a theoretical construct within Brand Identity Design that denotes the systematic uniformity of visual, verbal, and experiential elements across all brand touchpoints and presentation formats to maintain a coherent, recognizable, and differentiated brand identity over time and context.

45

Publications

4.3K

Citations

106

Authors

75

Institutions

Publications per year

2017–2026

14

Parents

Publications

45

Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

Chae-rin Park, Sandra Milberg, ROBERT W. LAWSON · Journal of Consumer Research · 1991 · 1.3K citations

, , +15

The criteria for successful services brands

Leslie de Chernatony, Susan Segal‐Horn · European Journal of Marketing · 2003 · 381 citations

, , +8

Marketing Agility: The Concept, Antecedents, and a Research Agenda

Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha et al. · Journal of Marketing · 2020 · 297 citations · Full text

, , +14

Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations

Niraj Dawar, Jing Lei · Journal of Business Research · 2008 · 234 citations

, , +15

Managing brand consistent employee behaviour: relevance and managerial control of behavioural branding

Sven Henkel, Torsten Tomczak, Mark Heitmann et al. · Journal of Product & Brand Management · 2007 · 216 citations

, , +11

1–5 of 45

Authors

106

  1. VC
    Veena Chattaraman

    Auburn University, United States

    2 publications · 40 citations

    2

    h-index

  2. SH
    Sven Henkel

    EBS University of Business and Law, Germany

    2 publications · 244 citations

    2

    h-index

  3. CJ
    Carolyn J. Simmons

    Williams (United States), United States

    2 publications · 253 citations

    2

    h-index

  4. BB
    Barbara Bickart

    Rutgers, The State University of New Jersey, United States

    2 publications · 253 citations

    2

    h-index

  5. IP
    Ian Phau

    Curtin University, Australia

    2 publications · 114 citations

    2

    h-index

1–5 of 106

Institutions

75

  1. Ningbo University

    Ningbo, China

    2 h-index

    2 publications

    27 citations

  2. Auburn University

    Auburn, United States

    2 h-index

    4 publications

    80 citations

  3. University of St.Gallen

    Saint Gallen, Switzerland

    2 h-index

    7 publications

    948 citations

  4. University of South Carolina

    Columbia, United States

    2 h-index

    2 publications

    323 citations

  5. Curtin University

    Perth, Australia

    2 h-index

    2 publications

    114 citations

  6. National Chengchi University

    Taipei, Taiwan

    1 h-index

    1 publications

    16 citations

  7. International School of Management

    Paris, France

    1 h-index

    3 publications

    570 citations

  8. University of Pittsburgh

    Pittsburgh, United States

    1 h-index

    1 publications

    1.3K citations

1–8 of 75

Venues

  1. Journal of Product & Brand Management

    7 publications · 335 citations

    7

    h-index

  2. European Journal of Marketing

    EJM · 4 publications · 668 citations

    4

    h-index

  3. Journal of Strategic Marketing

    3 publications · 47 citations

    3

    h-index

  4. Journal of Brand Management

    2 publications · 104 citations

    2

    h-index

  5. Journal of Marketing Research

    2 publications · 253 citations

    2

    h-index

1–5