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Keywords: Sans serif typefaces
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (4): 879–922.
Published: 17 March 2025
...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...
