Connecting the dots between brand logo and brand image
Volume: 11, Issue: 1, Pages: 68 - 87
Published: Jan 24, 2019
Abstract
Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to...
Paper Details
Title
Connecting the dots between brand logo and brand image
Published Date
Jan 24, 2019
Volume
11
Issue
1
Pages
68 - 87
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