The effects of uppercase and lowercase wordmarks on brand perceptions
Year of publication: |
September 2017
|
---|---|
Authors: | Xu, Xiaobing ; Rong, Chen ; Liu, Maggie Wenjing |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 28.2017, 3, p. 449-460
|
Subject: | Letter case | Wordmark | Brand | Psychological distance Brand logo | Markenartikel | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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