Monsef, Seyed Mahmoud Shabgoo; Mousavian, Seyyed Javad; … - In: Journal of Management and Strategy 2 (2011) 2, pp. 46-56
Logos are a critical component of brand aesthetics. Frequently companies redesign their logos, and many redesigns result in more rounded logos. How do such redesigns affect consumers¡¯ brand attitudes? The purpose of this paper is to explore the role of brand commitment on consumer response to...