Design, personality traits and consumer response to brand logos

Joana Machado, Anna Torres, Leonor Vacas de Carvalho, Patrício Costa

Resultado de pesquisarevisão de pares

Resumo

Despite the relevance of logos as communication cues, empirical studies of logo design issues in marketing journals are still scarce (Peterson et al., 2015). This study seeks to address this research gap by examining consumers’ responses to logo design, and specifically to the different types of natural designs, at a behavioral and psychological level. Additionally, we explore whether socio-demographic variables and consumer personality traits are sources of differences in such reactions.
Idioma originalEnglish
Estado da publicaçãoPublicado - mai 2018
Evento13th Global Brand Conference - Northumbria University, Newcastle
Duração: 2 mai 20184 mai 2018

Conferência

Conferência13th Global Brand Conference
País/TerritórioUnited Kingdom
CidadeNewcastle
Período2/05/184/05/18

Impressão digital

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Citação