Müller, Brigitte; Kocher, Bruno; Crettaz, Antoine - In: Journal of Business Research 66 (2013) 1, pp. 82-88
of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects … the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in … explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results …