Place the logo high or low? Using conceptual metaphors of power in packaging design

Journal of Marketing

Volumn 78, Issue 5, 2014, Pages 138-151

  Sundar, Aparna ^a   Noseworthy, Theodore J ^b  

^a UNIVERSITY OF CINCINNATI   (United States)

^b YORK UNIVERSITY   (Canada)

Author keywords

Branding; Conceptual metaphor theory; Embodied cognition; Fluency; Logos; Package design

Indexed keywords

EID: 84921421488     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.13.0253     Document Type: Article

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