Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude

By Bo van Grinsven, Enny Das. 2016

105 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9451c16f3fd82c2332ec3d01741875cf4fec623d

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Klaus-Peter Wiedmann
2. Jannick Bettels

In Social Psychology

1. Klaus-Peter Wiedmann
2. Jannick Bettels

In Sociology and Political Science

1. Jian Mou
2. Fei Zhou
3. Klaus-Peter Wiedmann
4. Y. Wu
5. Jannick Bettels
6. Qiulai Su

Citations in the corpus

• How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity (2020, background): “From a cultural perspective, prior research has suggested that personalized brands are essential for creating brand awareness and brand equity (van Grinsven and Das, 2016), and the strategic use of athlete endorsements in global markets is an effective approach (Chang et al., 2014).”
• Brand logo symmetry and product design: The spillover effects on consumer inferences (2019, methodology): “In this study, we focused on brand logo symmetry, whereas other design elements such as complexity (Van Grinsven & Das, 2016) and angularity (Jiang et al., 2015) also offer broad research potential.”