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Keywords: Brand commitment
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (6): 438–447.
Published: 13 September 2011
...Michael F. Walsh; Karen Page Winterich; Vikas Mittal Purpose This research aims to explore how consumer responses to logo redesign (from angular to rounded) are contingent on brand commitment and self‐construal. The authors aim to explore two issues. First, what is the role of brand commitment...
