The effect of brand names and logos' figurativeness on memory : an experimental approach
Paulo de Lencastre, Joana César Machado, Patrício Costa
| Year of publication: |
2023
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|---|---|
| Authors: | Lencastre, Paulo de ; Machado, Joana César ; Costa, Patrício |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 164.2023, p. 1-15
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| Subject: | Abstract vs figurative | Brand logo | Brand name | Cognitive response | Cultural vs organic | Semantic interaction | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Kognition | Cognition | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.113944 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014304102