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 design, namely, naturalness and investigated the...