The role of brand logos in firm performance
Abstract
This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's functional benefits, and offering aesthetic appeal. This study examines whether brand names or visual symbols as logos are more effective at creating these...
Paper Details
Title
The role of brand logos in firm performance
Published Date
Feb 1, 2013
Journal
Volume
66
Issue
2
Pages
180 - 187
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Notes
History