Does your company have the right logo? : how and why circular- and angular-logo shapes influence brand attribute judgments
Year of publication: |
February 2016
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Authors: | Jiang, Yuwei ; Gorn, Gerald J. ; Galli, Maria ; Chattopadhyay, Amitava |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 42.2015/2016, 5, p. 709-726
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Subject: | visual marketing | brand logo design | shape | product visualization | mental imagery | working memory | Marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Produktgestaltung | Product design | Visualisierung | Visualization | Markenartikel | Brand |
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