Scripting the Meaning: The Influence of Brand Name Script on Brand Meaning and Brand Attitude
The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meanin...
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| Hauptverfasser: | , |
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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
Korean Marketing Association
2023-07-01
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| Schriftenreihe: | Asia Marketing Journal |
| Schlagworte: | |
| Online-Zugang: | https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1609&context=journal |
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