Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting
Abstract
This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: (1) what are the factors that influence the favorability of the corporate logo; and (2) what are the main influences of this favorability on corporate image and corporate reputation? The favorability of a corporate logo is reflected by the extent to which consumers positively regard that logo. The...
Paper Details
Title
Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting
Published Date
Nov 1, 2014
Journal
Volume
67
Issue
11
Pages
2269 - 2281
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