Zhong, Ke; Wang, Haizhong; Zhang, Caiyun - In: Nankai Business Review International 9 (2018) 1, pp. 59-77
Purpose: The purpose of this paper is to test the brand elongation effect which is defined as the impacts of the aspect ratio of logo on consumers’ temporal property assessment and brand evaluation. Design/methodology/approach: This paper provides a theory with experiments. Findings: The...