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Keywords: Logo substitution
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Journal Articles
The role of implicit learning in logo substitution
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (5): 610–619.
Published: 12 August 2019
... of) consciousness, these subconscious responses can be linked to brands. The purpose of this study is to investigate the impact of implicit learning in the context of logo substitution – an image that may not look like the original logo, and may not even be consciously associated with the original brand or its logo...
