consistency and category design consistency – on the formation of consumers ' product attitudes and purchase intentions. It also … theory and the moderation of brand strength. Design/methodology/approach – A 2 (brand design consistency: high vs low)×2 … (category design consistency: high vs low)×2 (brand strength: strong vs weak)×2 (processing fluency: conceptual vs perceptual …

preserve the design consistency as the area sample size increases. We also employ a parametric bootstrap approach to estimate …