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Brand logo design: examining consumer response to naturalness

Machado, Joana Cesar; de Carvalho, Leonor Vacas; … - In: Journal of Product & Brand Management 24 (2015) 1, pp. 78-87

Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the...

Persistent link: https://www.econbiz.de/10014896939

Brand logo design : examining consumer response to naturalness

Machado, Joana Cesar; Carvalho, Leonor Vacas de; … - In: The journal of product & brand management 24 (2015) 1, pp. 78-87

Persistent link: https://www.econbiz.de/10010514465

Brand logo and brand gender : examining the effects of natural logo designs and color on brand gender perceptions and affect

Machado, Joana César; Fonseca, Beatriz; Martins, Carla … - In: The journal of brand management : an international journal 28 (2021) 2, pp. 152-170

Persistent link: https://www.econbiz.de/10012487230