Construct · 1 fields · 1 citations

logo shape: a standalone construct

One name. One construct. A landmark on the map.

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Marketing

whether a logo is round or angular, which shapes inferences about a brand's softness or hardness and related attributes.

In marketing, logo shape refers to whether a logo is round or angular, which shapes inferences about a brand's softness or hardness and related attributes. This meaning comes from Jiang (2015) in Journal of Consumer Research.[1]

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Nearby constructs

hardness4 fields · 4 citationsjingle · one word, four constructs round3 fields · 5 citationsjingle · one word, three constructs

References

Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2015). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709-726. https://doi.org/10.1093/jcr/ucv049

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