Let the logo do the talking : the influence of logo descriptiveness on brand equity
Jonathan Luffarelli, Mudra Mukesh, and Ammara Mahmood
| Year of publication: |
2019
|
|---|---|
| Authors: | Luffarelli, Jonathan ; Mukesh, Mudra ; Mahmood, Ammara |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 56.2019, 5, p. 862-878
|
| Subject: | authenticity | brand equity | branding | logo design | logo descriptiveness | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand | Produktgestaltung | Product design |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243719845000 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012177663