Chen, Yu-Shan Athena; Bei, Lien-Ti - In: Journal of Product & Brand Management 29 (2019) 1, pp. 97-113
Purpose: The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach: Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands...