Detail publikace

The effect of the logo on the customer – literature review

ANDRÝSKOVÁ, J.

Originální název

The effect of the logo on the customer – literature review

Typ

článek ve sborníku mimo WoS a Scopus

Jazyk

angličtina

Originální abstrakt

This article deals with literature review on the topic the effect of the logo on the customer. First there is described the current brand management where the main part is the influence of the internet and social networks on the brand. Second part deals with the analysis of the logo and its effect on the customer. First there is general description of the logo and why is important for the company to have an attractive logo. Then there is the description of the general logo shape and the analysis of the difference between the round and angular shape. The next part describes the influence of different colours and their attributes (shade, saturation and value) on the logo and their perception by customers. Then the font and symmetry of the logo and their effect on the customer is being analysed. The last part deals with the general influence of the logo on customers.

Klíčová slova

logo, brand, logo design, customer

Autoři

ANDRÝSKOVÁ, J.

Vydáno

9. 12. 2022

Nakladatel

Vysoké učení technické v Brně - Fakulta podnikatelská

Místo

Brno

ISBN

978-80-214-6142-0

Kniha

Workshop specifického výzkumu 2022

Strany od

4

Strany do

9

Strany počet

6

BibTex

@inproceedings{BUT184245,
  author="Jana {Andrýsková}",
  title="The effect of the logo on the customer – literature review",
  booktitle="Workshop specifického výzkumu 2022",
  year="2022",
  pages="4--9",
  publisher="Vysoké učení technické v Brně - Fakulta podnikatelská",
  address="Brno",
  isbn="978-80-214-6142-0"
}