The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign
An increasing number of brands have been redesigning their logo. While the manner of change varies, some brands only change the logo color. This study examined the effect of changes in color saturation during brand logo changes on consumers’ brand attitudes. It is known that saturation, which indica...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2023-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/3/42_2023.005/_html/-char/en |