Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos

Author:

Morgan Carter,Fajardo Tatiana M.ORCID,Townsend Claudia

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Economics and Econometrics,Business and International Management

Cited by 26 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Brand Logo Image Classification Based on Deep Convolutional Generative Adversarial Network;2024 Third International Conference on Distributed Computing and Electrical Circuits and Electronics (ICDCECE);2024-04-26

2. Effects of app icon familiarity and authority on app icon image fit and usage intention: focusing on the moderating effects of app icon features and app type;Asia Pacific Journal of Marketing and Logistics;2024-04-19

3. Competent or Sad Blue? Lively or Aggressive Red? Why, How, and When Background Color Shapes the Meanings of Logo Hues;Journal of Consumer Research;2024-03-22

4. The effects of visual design on eco-labels evaluations: guidelines for effective green advertising;Journal of Marketing Theory and Practice;2024-02-20

5. Operatives Markenmanagement;Identitätsbasierte Markenführung;2024

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