Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity.
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| Title: | Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity. |
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| Authors: | Luffarelli, Jonathan1 (AUTHOR) j.luffarelli@montpellier-bs.com, Mukesh, Mudra2 (AUTHOR) m.mukesh@westminster.ac.uk, Mahmood, Ammara3 (AUTHOR) ammahmood@wlu.ca |
| Source: | Journal of Marketing Research (JMR). Oct2019, Vol. 56 Issue 5, p862-878. 17p. 3 Diagrams, 2 Charts, 4 Graphs. |
| Database: | Business Source Ultimate |
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| ISSN: | 00222437 |
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| DOI: | 10.1177/0022243719845000 |
