Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy

Superstitious beliefs in consumer evaluation of brand logos Implications for corporate branding strategy

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Bibliographic Details
Published in:European journal of marketing Vol. 46; no. 5; pp. 712 - 732
Main Authors: Jian Wang, Yong, Hernandez, Monica D., Minor, Michael S., Wei, Jie
Format: Journal Article
Language:English
Published: 01-01-2012
Online Access:Get full text
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Description
ISSN:0309-0566
DOI:10.1108/03090561211212485