Logo Design: Examining Consumer Response to Figurativeness Across Cultures

Article English OPEN
Machado, J. C.; Carvalho, Leonor Vacas de; Torres, Anna; Velden, Michel Van De; Costa, Patrício;
(2014)
  • Publisher: EMAC (European Marketing Academy)
  • Subject: Brand Logo Design | Consumer Response | National Cultures

Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of the different categories of figurative logo designs on consumer response.... View more
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