The interactive effect of power and self-construal on consumers’ preferences for brand-logo size
A logo reflects a brand's face and is an indicator of the brand’s personality and identity. Therefore, its importance has been long established among marketers. This article develops marketers' understanding on how logo size preference can be affected by consumers' psychological power...
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| Published in | Journal of business research Vol. 150; pp. 279 - 296 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Elsevier Inc
01.11.2022
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| Online Access | Get full text |
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