Two essays on brand communication
This thesis investigates two different topics of brand communication and their consequences on consumer perception and behavior. Chapter 1 investigates the influence of logo complexity on brand perception. Specifically, logo complexity (simplicity) activates a prestigious (approachable) brand image....
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| Format: | Thesis-Doctor of Philosophy |
| Language: | English |
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Nanyang Technological University
2023
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| Online Access: | https://hdl.handle.net/10356/164769 |