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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.
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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RecordInfo BibRecord:
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        Value: 10.1177/0022243719845000
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        Text: English
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        PageCount: 17
        StartPage: 862
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      – TitleFull: Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity.
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              Text: Oct2019
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              Y: 2019
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              Value: 56
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