Baxter, Stacey M; Ilicic, Jasmina; Kulczynski, Alicia; … - In: Journal of Product & Brand Management 24 (2015) 5, pp. 472-480
Purpose – The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across...