Conference
Design, personality traits and consumer response to brand logos
| العنوان: | Design, personality traits and consumer response to brand logos |
|---|---|
| المؤلفون: | Machado, Joana, Torres, Anna, Carvalho, Leonor Vacas de, Costa, Patrício |
| سنة النشر: | 2022 |
| المجموعة: | Universidade Católica Portuguesa: Veritati - Repositório Institucional |
| مصطلحات موضوعية: | Brand logo, Design, Consumer behavior, Personality traits, Big five |
| الوصف: | 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. ; info:eu-repo/semantics/publishedVersion |
| نوع الوثيقة: | conference object |
| اللغة: | English |
| Relation: | http://hdl.handle.net/10400.14/36414 |
| الاتاحة: | http://hdl.handle.net/10400.14/36414 |
| Rights: | openAccess |
| رقم الانضمام: | edsbas.A22C2A6A |
| قاعدة البيانات: | BASE |
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