Construct · 1 fields · 1 citations

incomplete typeface logo effect: a standalone construct

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incomplete typefacelogo effect1 CONSTRUCTIncomplete typeface logoHAGTVEDT · BRANDING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

the finding that logos with parts of letters missing make a firm seem more innovative but less trustworthy.

In branding, incomplete typeface logo effect refers to the finding that logos with parts of letters missing make a firm seem more innovative but less trustworthy. This meaning comes from Hagtvedt (2011) in Journal of Marketing.[1]

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References

  1. Hagtvedt, H. (2011). The Impact of Incomplete Typeface Logos on Perceptions of the Firm. Journal of Marketing, 75(4), 86-93. https://doi.org/10.1509/jmkg.75.4.86

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