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cultures. Logos based on forms found in nature that were expressed in the divine proportion were most preferred, but for … artificially constructed logos, a 1:1 ratio was preferred. Research limitations/implications – A limited set of ratios were … considered. Further research could investigate different ratios and different logos. Practical implications – International brand …
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Purpose – The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions. Design/methodology/approach – A quasi‐experimental lab study was conducted to detect the drivers of...
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