The colorful company : effects of brand logo colorfulness on consumer judgments
Year of publication: |
2022
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Authors: | Song, Jiaqi ; Xu, Fei ; Jiang, Yuwei |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 8, p. 1610-1620
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Subject: | brand image | color | consumer judgments | logo colorfulness | logo design | product variety | visual marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Produktgestaltung | Product design | Markenführung | Brand management | Produktdifferenzierung | Product differentiation | Werbewirkung | Advertising effects |
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