HAL will be down for maintenance from Friday, June 10 at 4pm through Monday, June 13 at 9am. More information
Skip to Main content Skip to Navigation
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
Complete list of metadata

https://hal.univ-lorraine.fr/hal-03010160
Contributor : Arnaud Sallerin Connect in order to contact the contributor
Submitted on : Tuesday, November 17, 2020 - 3:47:13 PM
Last modification on : Saturday, April 30, 2022 - 4:03:20 PM

Identifiers

  • 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⟩

Share

Metrics

Record views

42