Does your company have the right logo? : how and why circular- and angular-logo shapes influence brand attribute judgments
Yuwei Jiang, Gerald J. Gorn, Maria Galli, Amitava Chattopadhyay
| 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 | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Produktgestaltung | Product design | Markenimage | Brand image | Wahrnehmung | Perception | Marketingmanagement | Marketing management | Visualisierung | Visualization | Marketing | Kognition | Cognition |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucv049 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011435747