Lans, Ralf van der; Cote, Joseph A.; Cole, Catherine A.; … - In: Marketing Science 28 (2009) 5, pp. 968-985
The universality of design perception and response is tested using data collected from 10 countries: Argentina … reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the West, Asia …, and Russia. The dimensions underlying design are found to be similar across countries, suggesting that elaborateness …