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The effects of visual rejuvenation through brand logos

Abstract : This research investigates the phenomenon of brand revitalization by exploring the effects of logo similarity and type of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results contribute to filling the gap of existing theory in this research field.
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https://hal-hec.archives-ouvertes.fr/hal-00772061
Contributor : Antoine Haldemann <>
Submitted on : Wednesday, January 9, 2013 - 7:00:51 PM
Last modification on : Tuesday, July 7, 2020 - 11:26:02 AM

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Brigitte Muller, Bruno Kocher, Antoine Crettaz. The effects of visual rejuvenation through brand logos. Journal of Business Research, Elsevier, 2013, 66 (1), pp.82-88. ⟨10.1016/j.jbusres.2011.07.026⟩. ⟨hal-00772061⟩

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