Safe together, vulnerable apart : how interstitial space in text logos impacts brand attitudes in tight versus loose cultures
Tanvi Gupta, Henrik Hagtvedt
| Year of publication: |
2021
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|---|---|
| Authors: | Gupta, Tanvi ; Hagtvedt, Henrik |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 48.2021, 3, p. 474-491
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| Subject: | logo design | interstitial space | cultural tightness | sensory marketing | vi-sual branding | culture | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Unternehmenskultur | Corporate culture | Markenartikel | Brand | Markenimage | Brand image | Kulturelle Identität | Cultural identity |
| Description of contents: | Description [doi.org] |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucab006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012654899