Does an artistic representation of brand logos increase their effect on customers?
Julia Krämer, Timo Rott, Jan‐Gerd Tenberge, Patrick Schiffler, Andreas Johnen, Nils C. Landmeyer, F. Olivier, Heinz Wiendl, Sven Guenther Meuth
The paper tests if artistic logo representations enhance their effect on customers by comparing neural responses to original and artistically changed logos using fMRI.
bioRxiv · Jun 15, 2021 · PreprintNeuroscience