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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Detalles Bibliográficos
Autores principales: Shang, Qian, Pei, Guanxiong, Dai, Shenyi, Wang, Xiaoyi
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2017
Materias:
Neuroscience
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5341626/
https://www.ncbi.nlm.nih.gov/pubmed/28337121
http://dx.doi.org/10.3389/fnins.2017.00113

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5341626/
https://www.ncbi.nlm.nih.gov/pubmed/28337121
http://dx.doi.org/10.3389/fnins.2017.00113

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