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
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
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
This study investigates to what extent the company image would improve for a company after applying a cause related marketing (CRM) campaign. It is suggested that the magnitude of company image
Companies are increasingly concerned about their ethical image and that of their brands. This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and