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Keywords: Brand logos
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (11-12): 1710–1727.
Published: 09 November 2015
... setting. Findings – Substantial logo changes harmed processing speed of highly brand conscious consumers in particular. Furthermore, substantial logo changes decreased processing speed, which was compensated by repeated exposure to the redesigned brand logo. Practical implications...
