A comprehensive review on logo literature: research topics, findings, and future directions

Logos as a visual cue can help firms communicate their unique identities and capture consumers' attention. Despite the importance and prevalent use of logos, the logo literature remains fragmented. Hence, this article attempts to provide an overarching research framework based on an extensive a...

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Veröffentlicht in:	Journal of marketing management 2019-09, Vol.35 (13-14), p.1291-1365
Hauptverfasser:	Kim, Min Jung, Lim, Joon Ho
Format:	Artikel
Sprache:	eng
Schlagworte:	Academic staff Consumers Corporate visual identity Literature reviews logo color logo design/redesign logo shape logo typeface Logos processing fluency
Online-Zugang:	Volltext
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