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Keywords: Cold
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (2): 344–358.
Published: 18 March 2019
...Zhipeng Xie; Jing Zhao; Tao Wang Purpose The purpose of this paper is to examine the contradictory effect of coldness in advertisement and brand logo design. Design/methodology/approach The authors conduct four experiments to test the influences of coldness on consumers’ attitude. In the first...
