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Year of publication
Subject
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Brand management 6 Markenführung 6 Brand 5 Markenartikel 5 Brand image 3 Consumer behaviour 3 Konsumentenverhalten 3 Markenimage 3 Experiment 2 Abstract vs figurative 1 Brand logo 1 Brand name 1 Cognition 1 Cognitive response 1 Consumers 1 Corporate culture 1 Corporate reputation 1 Cultural vs organic 1 Firmenimage 1 Handelsmarke 1 Kognition 1 Marketing management 1 Marketingmanagement 1 Präferenztheorie 1 Semantic interaction 1 Semiotics 1 Semiotik 1 Stakeholder 1 Store brand 1 Takeover 1 Theorie 1 Theory 1 Theory of preferences 1 Unternehmenskultur 1 Verbraucher 1 Welt 1 World 1 Übernahme 1
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Online availability
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Free 1 Undetermined 1
Type of publication
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Article 3 Book / Working Paper 3
Type of publication (narrower categories)
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Article in journal 3 Aufsatz in Zeitschrift 3 Hochschulschrift 1 Thesis 1
Language
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English 5 French 1
Author
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Lencastre, Paulo de 5 Machado, Joana César 3 Costa, Patrício 2 Côrte-Real, Ana 2 Carvalho, Leonor Vacas de 1 Costa, Patricio 1 Lencastre, Paulo De 1
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Published in...
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The journal of brand management : an international journal 2 Journal of business research : JBR 1 Nouvelle série 1
Source
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ECONIS (ZBW) 6
Showing 1 - 6 of 6
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The Effect of Brand Names and Logos’ Figurativeness on Memory an Experimental Approach
Lencastre, Paulo de; Machado, Joana César; Costa, Patrício - 2022
This paper explores the opposition between abstract and figurative names and logos, considered together in a single stimulus. We created three experimental scenarios of fictitious names and logos, ranging from very abstract to very figurative stimuli. Findings show that figurativeness, and...
Persistent link: https://www.econbiz.de/10014085309
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The effect of brand names and logos' figurativeness on memory : an experimental approach
Lencastre, Paulo de; Machado, Joana César; Costa, Patrício - In: Journal of business research : JBR 164 (2023), pp. 1-15
Persistent link: https://www.econbiz.de/10014304102
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Rebranding mergers : how attitudes influence consumer choices?
Machado, Joana César; Lencastre, Paulo de; Carvalho, … - In: The journal of brand management : an international journal 19 (2011/12) 6, pp. 513-524
Persistent link: https://www.econbiz.de/10009528849
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A Brand Triangle Model to Avoid Branding Myopia
Lencastre, Paulo De; Côrte-Real, Ana - 2010
This paper takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the...
Persistent link: https://www.econbiz.de/10014194878
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One, two, three : a practical brand anatomy
Lencastre, Paulo de; Côrte-Real, Ana - In: The journal of brand management : an international journal 17 (2009/10) 6, pp. 399-412
Persistent link: https://www.econbiz.de/10003980552
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L' identification de la marque, un outil de stratégie marketing : le nom de la marque, le logotype et la mémorisation
Lencastre, Paulo de - 1997
Persistent link: https://www.econbiz.de/10013265476
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