Multidimensional Scaling Of Visual Design: An Objective Approach Of Determining Similarities
Multidimensional scaling (MDS) is a popular technique for the purpose of positioning a product/brand in the competitive space. While MDS has the advantage of transforming complex data into a Read More »
Logo Design: Examining Consumer Response To Figurativeness Across Cultures
Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of Read More »
Author: Joana César Machado, Leonor Vacas-De-Carvalho, Anna Torres, Michel Van De Velden, Patrício Costa
Contributor: eb™ Research Team
Children’s Brand Logo Preference: A Phonetic Symbolism Perspective
Brand logos play a particularly important role for child consumers. This study investigates children’s preference for inventive brand logos manipulated using phonetic symbolism principles. Using an Read More »
What Effect Do Competitors’ Prices Have On Demand In Fashion E-Commerce?
We empirically estimate price elasticities in the online fashion retailing industry and quantify individual components stemming from both the own-price as well as competitive effects. In contrast to Read More »
Conveying Customized Nutritional Information: Willingness-To-Pay And Consumer Segments
Nutritional labels on the food we purchase are designed to combat an increase in food related diseases. However, despite being shown to offer consumers some benefits, their influence is moderated by Read More »
Author: Benjamin Lowe, Diogo De Souza-Monteiro, Iain Fraser
Contributor: eb™ Research Team