Machado, Joana Cesar; de Carvalho, Leonor Vacas; … - In: Journal of Product & Brand Management 24 (2015) 1, pp. 78-87
Purpose – This paper aims to study how logo design characteristics influence consumer response. Based on an in …-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo … classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were …