Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments

Journal of Consumer Research - Tập 42 Số 5 - Trang 709-726 - 2016
Yuwei Jiang1,2,3,4,5, Gerald J. Gorn1,2,3,4,5, Maria Galli1,2,3,4,5, Amitava Chattopadhyay1,2,3,4,5
1Hong Kong Polytechnic University, Hung Hom, Hong Kong
2Ministerio de Economía y Competitividad, Spain
3Universitat Pompeu Fabra, Barcelona, Spain
4innovation at INSEAD, 1 Ayer Rajah Avenue, Singapore 138676.
5the Hong Kong Research Grants Council (PolyU 155030/14B, HKU 7517/12B, GRF641308,

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