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Master thesis

Impact du dynamisme et de la modernité d'un logo sur l'évaluation de la performance et du capital de marque par le consommateur

Abstract : The purpose of this research paper is to study two important aspects of a logo which are its modernity and its dynamism. Thanks to an experimental research design and previous relevant literature, we will try to define the influence of both those characteristics on a brand's perceived performance and its brand equity. Moreover, we wish to highlight how consumer expectations towards a category of products moderate this relationship.
Document type :
Master thesis
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https://hal.univ-lorraine.fr/hal-03010160
Contributor : Arnaud Sallerin <>
Submitted on : Tuesday, November 17, 2020 - 3:47:13 PM
Last modification on : Monday, March 29, 2021 - 11:30:05 AM

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  • HAL Id : hal-03010160, version 1

Citation

Arnaud Sallerin. Impact du dynamisme et de la modernité d'un logo sur l'évaluation de la performance et du capital de marque par le consommateur. Gestion et management. 2019. ⟨hal-03010160⟩

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