The impact of incomplete typeface logos on perceptions of the firm

Journal of Marketing

Volumn 75, Issue 4, 2011, Pages 86-93

  Hagtvedt, Henrik ^a  

^a BOSTON COLLEGE   (United States)

Author keywords

Ambiguity; Consumer perceptions; Firm; Innovativeness; Logo; Trustworthiness

Indexed keywords

EID: 79959328319     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.75.4.86     Document Type: Article

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