Cross-National Logo Evaluation Analysis: An Individual-Level Approach
نویسندگان
چکیده
منابع مشابه
Cross-National Logo Evaluation Analysis: An Individual-Level Approach
T universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant variable...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2009
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1080.0462