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Marketing scholar investigates psychological effects of logo design


Marketers invest countless resources to design the perfect visual logo for their brand, believing that consumers apply a logo's meaning to its accompanying brand. Consumer behaviour literature supports this assumption by documenting how a logo's meaning can affect attitudes toward and beliefs about associated brands. New research by a University of Kansas marketing scholar documents both how and when consumers attribute the meaning of a visual element to their broader environment instead of the brand itself. more

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