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”Brand logo design: Examining consumer response to figurativeness”
Cesar - Machado, Joana; Vacas-de-Carvalho, Leonor; Torres, Anna; Costa, PatrícioIn a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence o...
Data: 2013
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Origem: Repositório Científico da Universidade de Évora
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