| Autor: |
Lim, Young Joon, Lemanski, Jennifer |
| Zdroj: |
Journal of Cultural Marketing Strategy; January 2019, Vol. 4 Issue: 1 p42-54, 13p |
| Abstrakt: |
This study examines, from a marketing perspective, the psychological impact of logos among the Hispanic population, with particular focus given to measures of public relations performance. Data were collected via an online survey (n= 167) and analysed using hierarchical multiple regression. The results indicate that logos play a key role in public relations performance, and may be used to enhance image, reputation and customer loyalty. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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