Brand logo design : how does brand name and logo naturalness influence consumers’ cognitive and affective responses?
The name and logo are the most important brand identity signs, as they can help identify a product or brand, provide differentiation from competition and influence consumers’ choices. As such, firms spend extensive amounts of resources in selecting an appropriate name and logo. Therefore, proper sel...
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2022
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| Online Access: | http://hdl.handle.net/10400.14/36872 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/36872 |