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Keywords: Graphic design elements
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Journal Articles
A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements
Available to Purchase
Journal of Product & Brand Management (2024) 33 (1): 91–107.
Published: 30 October 2023
... the hypotheses. Findings Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success. Research limitations/implications...
