Show it or say it : how brand familiarity influences the effectiveness of image-based versus text-based logos
Carter Morgan, Tatiana M. Fajardo, Claudia Townsend
| Year of publication: |
2021
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|---|---|
| Authors: | Morgan, Carter ; Fajardo, Tatiana M. ; Townsend, Claudia |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 3, p. 566-583
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| Subject: | Brand familiarity | Brand image | Brand logos | Image and text stimuli | Logo design | Markenimage | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Produktgestaltung | Product design | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-020-00760-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012548066