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Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective

Brand extension typically has two strategies: brand name extension (BN) and brand logo extension (BL). The current study explored which strategy (BN or BL) better enhanced the success of dissimilar brand extension and product promotion in enterprises. Event-related potentials (ERPs) were used to inv...

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Detalhes bibliográficos
Publicado no:Front Neurosci
Main Authors: Shang, Qian, Pei, Guanxiong, Dai, Shenyi, Wang, Xiaoyi
Formato: Artigo
Idioma:Inglês
Publicado em: Frontiers Media S.A. 2017
Assuntos:
Acesso em linha:https://ncbi.nlm.nih.gov/pmc/articles/PMC5341626/
https://ncbi.nlm.nih.gov/pubmed/28337121
https://ncbi.nlm.nih.govhttp://dx.doi.org/10.3389/fnins.2017.00113
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