Brand logo and brand gender : examining the effects of natural logo designs and color on brand gender perceptions and affect
Year of publication: |
2021
|
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Authors: | Machado, Joana César ; Fonseca, Beatriz ; Martins, Carla Carvalho |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 2, p. 152-170
|
Subject: | Brand gender | Brand logo | Logo design | Color | Consumer response | Geschlecht | Gender | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Produktgestaltung | Product design | Markenimage | Brand image | Werbewirkung | Advertising effects |
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