Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting
نویسندگان
چکیده
منابع مشابه
Linking Corporate Logo , Corporate Image and Reputation : An Examination of Consumer Perceptions in the Financial Setting
The marketing literature reflects that there is no systematic study of the effect of a logo on consumer evaluations of logos. This research addresses two questions: (1) what are the factors that influence the favorability of the corporate logo? (2) What are the main influences of this favorability on the corporate image and corporate reputation? The favorability of a corporate logo is reflected...
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ژورنال
عنوان ژورنال: Journal of Business Research
سال: 2014
ISSN: 0148-2963
DOI: 10.1016/j.jbusres.2014.06.015