volume 22, issue 1, P75-87 2018
DOI: 10.1108/mbe-12-2016-0062
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Giorgio P. De Marchis, José M. Reales-Avilés, María del Prado Rivero

Abstract: PurposeThis research aims to provide data and insights about the perception of commercial logos and to offer practical benchmark data useful to business organizations. Design/methodology/approachThe first study uses a pencil-and-paper survey to gather perceptual data about familiarity, subjective and objective visual complexity, aesthetic attraction, emotionality, number of colors and symbolic-social-status function of 142 brand logos. The second study uses a response time methodology to measure variables rela…

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