Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect
This paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, usin...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2021
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/31729 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/31729 |