Should Your Corporate Typeface Reflect Your Product Category? : A Quantitative Study
The typeface a company uses for its products can positively influence consumers’ attitude towards the products due to the fact that typeface conveys connotative meaning. An important factor for this influence is the congruence between the connotative meaning of the typeface and the connotative meani...
| Main Authors: | , , |
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| Format: | Others |
| Language: | English |
| Published: |
Linnéuniversitetet, Institutionen för marknadsföring (MF)
2016
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53489 |