Exploring consumer segments defined by affective responses to naturalness in logo design
Year of publication: |
2023
|
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Authors: | Torres, Anna ; Vacas-de-Carvalho, Leonor ; Machado, Joana César ; Velden, Michel van de ; Costa, Patrício |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 8, p. 1287-1305
|
Subject: | Big Five | Creativity | Logo design | Personality | Response style | Segmentation | Konsumentenverhalten | Consumer behaviour | Kreativität | Marktsegmentierung | Market segmentation | Produktgestaltung | Product design | Werbewirkung | Advertising effects |
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