Purpose – The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos. Design/methodology/approach – When consumers encounter a brand logo without actually experiencing the company's offerings,...

This study examines the effects of the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, on consumers' perceived online service quality and satisfaction during service encounter. The findings showed that, between task-oriented and task-free consumers, the patterns of...