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Conference Paper: Is Your Brand Logo in the Right Size
| Title | Is Your Brand Logo in the Right Size |
|---|---|
| Authors | |
| Issue Date | 2019 |
| Publisher | Association for Consumer Research. The Proceedings' web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx |
| Citation | 50th Annual Association for Consumer Research (ACR) North America Conference 2019, Atlanta, GA, USA, 17-20 October 2019. In Advances in Consumer Research: North American Conference Proceedings, 2019, v. 47, p. 1004 How to Cite? |
| Abstract | Consumers’ perceptions of the focal brand can be easily shaped by various logo design features. This research demonstrates that “bigger is not always better” by examining when the size of a brand logo has an inverted U-shaped relationship with consumers’ evaluation of the brand logo. |
| Description | Conference Poster - Working Paper Session & Reception: 2. Branding - no. 2J |
| Persistent Identifier | http://hdl.handle.net/10722/290754 |
| ISSN | 2019 SCImago Journal Rankings: 0.139 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Zheng, W | - |
| dc.contributor.author | Jia, HM | - |
| dc.date.accessioned | 2020-11-02T05:46:39Z | - |
| dc.date.available | 2020-11-02T05:46:39Z | - |
| dc.date.issued | 2019 | - |
| dc.identifier.citation | 50th Annual Association for Consumer Research (ACR) North America Conference 2019, Atlanta, GA, USA, 17-20 October 2019. In Advances in Consumer Research: North American Conference Proceedings, 2019, v. 47, p. 1004 | - |
| dc.identifier.issn | 0098-9258 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/290754 | - |
| dc.description | Conference Poster - Working Paper Session & Reception: 2. Branding - no. 2J | - |
| dc.description.abstract | Consumers’ perceptions of the focal brand can be easily shaped by various logo design features. This research demonstrates that “bigger is not always better” by examining when the size of a brand logo has an inverted U-shaped relationship with consumers’ evaluation of the brand logo. | - |
| dc.language | eng | - |
| dc.publisher | Association for Consumer Research. The Proceedings' web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx | - |
| dc.relation.ispartof | Advances in Consumer Research | - |
| dc.relation.ispartof | Association for Consumer Research (ACR) North America Conference 2019 | - |
| dc.title | Is Your Brand Logo in the Right Size | - |
| dc.type | Conference_Paper | - |
| dc.identifier.email | Jia, HM: mhjia@hku.hk | - |
| dc.identifier.authority | Jia, HM=rp02165 | - |
| dc.description.nature | abstract | - |
| dc.identifier.hkuros | 317828 | - |
| dc.identifier.volume | 47 | - |
| dc.identifier.spage | 1004 | - |
| dc.identifier.epage | 1004 | - |
| dc.publisher.place | United States | - |
| dc.identifier.issnl | 0098-9258 | - |