Do logo redesigns help or hurt your brand? The role of brand commitment

Journal of Product & Brand Management

Volumn 19, Issue 2, 2010, Pages 76-84

  Walsh, Michael F ^a   Page Winterich, Karen ^b   Mittal, Vikas ^c  

^a WEST VIRGINIA UNIVERSITY   (United States)

^b TEXAS A AND M UNIVERSITY   (United States)

^c RICE UNIVERSITY   (United States)

Author keywords

Brand identity; Brand loyalty; Logos

Indexed keywords

EID: 77951581130     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421011033421     Document Type: Article

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