Brand logo design: Examining consumer responses to figurativeness

Article English OPEN
Machado, J. C.; Vacas-Carvalho, Leonor; Costa, P.; Torres, A.;
(2013)
  • Subject: Brand logos | Brand logo design | Consumer response

In 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’ i... View more
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