Brand logo design: examining consumer responses to figurativeness
In a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find sup...
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| Other Authors: | , , |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/22508 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/22508 |