Cross-national logo evaluation analysis: An individual-level approach

Cross-national logo evaluation analysis: An individual-level approach

The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that identifi...

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Bibliographic Details
Main Authors: van der Lans, R., Cote, J., Cole, C., Leong, S., Smidts, A., Henderson, P., Bluemelhuber, C., Bottomley, P., Doyle, J., Fedorikhin, A., Moorthy, J., Ramaseshan, Balasubramanian, Schmitt, B.
Format: Journal Article
Published: Institute for Operations Research and the Management Sciences (INFORMS) 2009
Subjects:
logos
Bayesian
concomitant variable
international marketing
structural equation models
mixture models
Gibbs sampling
standardization
design
adaptation
Online Access:http://hdl.handle.net/20.500.11937/39694

Internet

http://hdl.handle.net/20.500.11937/39694

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