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pro vyhledávání: '"Tatiana M. Fajardo"'
Publikováno v:
Journal of the Academy of Marketing Science. 49:566-583
Some companies use image-based logos (e.g., Pepsi and Apple), while others use text-based logos (e.g., GameStop and Kohl’s). This research examines the influence of brand familiarity on consumers’ responses to these distinct logo formats. Four st
Publikováno v:
Journal of Marketing. 82:142-152
The present research decomposes consumer donation behavior into two components: donation choice (i.e., whether to donate) and donation amount (i.e., how much to donate). It then considers how information related to the donor and information related t
Publikováno v:
Journal of Consumer Research. 43:549-566
This research examines how situational factors influence the symbolic associations generated from visual design elements and their downstream consequences in terms of consumption intent. Specifically, this research focuses on a common and yet little
Autor:
Tatiana M. Fajardo, Claudia Townsend
Publikováno v:
Journal of Consumer Psychology. 26:426-434
This research demonstrates that a marketing claim placed on a package is more believable than a marketing claim placed in an advertisement. In three studies, we show that the benefit of greater believability for packages is driven by perceptions of p