The importance of Electronic Banking as an alternative channel for marketing products and services, along with the associated cost savings, has brought about significant changes in the financial sector in recent years. Electronic Banking has become a differentiator among financial institutions,...

Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...