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Keywords: Typeface
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (9): 2170–2198.
Published: 12 September 2025
...Abhijeet Kumar Gaurav; Sudipta Mandal; Sanjeev Tripathi Purpose This study aims to examine the effect of social exclusion (vs nonexclusion) on consumers’ preferences for a connected brand name typeface (e.g. “ milo. ”) as opposed to an unconnected brand name typeface (e.g. “ milo...
Includes: Supplementary data
