...Mengmeng Zhang; Lefa Teng; Chenxin Xie; Xinran Wang; Lianne Foti Purpose This study aims to investigate the effects of serif and sans serif typefaces in brand logos on consumers’ activity and potency perceptions of brands. It further examines the moderating roles of design freedom and brand value...

..., this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study incorporates a representative longitudinal sample of known US firms for the analyses, which is accomplished...

... © Emerald Group Publishing Limited 2012 Brand equity Brand value Private labels Store brands Generics Choice models Multinomial logit The growth of private label brands (PLB) in Europe over the last decade has been impressive. The numbers speak for themselves; they are present...