Impact Of Switching Costs On Loyalty Types, Customer Engagement And Switching – A MetaAnalysis In
Marketing research focused on the influence of switching costs on customer switching. However, switching costs might impact much more variables than switching only. In this article, we synthesize Read More »
Could Face Presence In Print Ads Influence Memorization?
A large amount of literature in psychology and neurosciences demonstrates that attention is preferentially and automatically oriented toward faces. This stimulus is fixed longer and processed faster Read More »
Evolutionary Versus Revolutionary Brand Logo Change: Higher Degrees Of Brand Logo Change Hurt Brand
Two experiments tested the effects of different degrees of brand logo change on brand recognition. Experiment 1 (N=120) tested effects of degree of logo change (original vs. small vs. substantial Read More »
Icons As Tools Of Visual Persuasion In Advertising
Although visual rhetoric offered a promising theoretical framework for understanding how visual communication works in advertising, it has not yet provided a systematic understanding of how visual Read More »
The Influence Of “Attitude Toward The Typography” In A Print Advertising Context
Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad Read More »