Show it or say it : how brand familiarity influences the effectiveness of image-based versus text-based logos
Year of publication: |
2021
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Authors: | Morgan, Carter ; Fajardo, Tatiana M. ; Townsend, Claudia |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 3, p. 566-583
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Subject: | Brand familiarity | Brand image | Brand logos | Image and text stimuli | Logo design | Markenartikel | Brand | Markenimage | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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