Processing different degrees of logo change : when higher levels of brand consciousness decrease openness to substantial logo changes
Bo van Grinsven (Communication Science, VU University Amsterdam, Amsterdam, the Netherlands), and Enny Das (Centre for Language Studies, Radboud University Nijmegen, Nijmegen, the Netherlands)
| Year of publication: |
2015
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|---|---|
| Authors: | Grinsven, Bo ; Das, Enny |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 49.2015, 11/12, p. 1710-1727
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| Subject: | Brand consciousness | Exposure | Brand logos | Degree of logo change | Processing speed | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Organisatorischer Wandel | Organizational change |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-02-2014-0127 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011449284