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Cross-National Logo Evaluation Analysis: An Individual-Level Approach by Deepak S Kumar is a document available to read on EtoBox.
Universality of design perception and response is tested using data collected from 10 countries. A Bayesian, finite-mixture, structural equation model is developed that identifies latent logo clusters. Our model reduces the 10 countries to three cross-national clusters that respond differently to logo design dimensions: the west, Asia, and Russia.
- Author
- Deepak S Kumar
- Language
- EN