Abstract

This thesis is the first to develop brand age (i.e., brand youthfulness and brand matureness) as a
brand personality characteristic. It extends research on the effects of brand design elements to an
underdeveloped domain by exploring how brand design elements (logo shape, type font, hue, and
saturation) shape consumers’ brand age perceptions. Findings demonstrate that round logo
shapes and type fonts, and green hue increase perceived brand youthfulness, whereas angular
logo shapes and type fonts, and brown hue enhance perceived brand matureness. This research
further examines the role of brand-product category congruence and finds that congruence in
terms of age perceptions leads to positive brand evaluations. From a managerial perspective, this
research provides guidelines to help marketers modify brand designs for achieving desired brand
age perceptions and subsequent consumer responses.