مقاله ISI نقش لوگو در برندسازی و کارایی شرکت ها

500 تومان

“Design moves things from an existing condition to a preferred one.” (Graser, 2000, p. 8) Brands are important intangible assets that significantly impact firm performance (Morgan & Rego, 2009; Rao, Agarwal, & Dahlhoff, 2004). Indeed, customers can develop deep, meaningful relationships with a brand (Fournier, 1998; Park, Jaworski, & MacInnis, 1986; Schau, Muñiz, & Arnould, 2009; Thomson, MacInnis, & Park, 2005), which result in increased brand purchase (Park, MacInnis, Priester, Eisingerich, & Iacobucci, 2010), reduced customer price sensitivity (Ailawadi, Lehmann, & Neslin, 2003), and lower marketing costs (Mizik & Jacobson, 2008). Yet, the harsh business reality for firms remains that customers view many brands as indistinguishable and commonplace. A brand’s logo has typically served as a means for resolving the problem of indistinguishability. As one of the most salient visual elements of a brand (Wallace, 2001), logos facilitate the identification of the brand and its differentiation from competing alternatives (Janiszewski & Meyvis, 2001; MacInnis, Shapiro, & Mani, 1999). Throughout history

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