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Please use this identifier to cite or link to this item:
http://hdl.handle.net/10174/40217
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| Title: | How do name and logo organicity influence cognitive responses? Analysing neural and psychological evidence |
| Authors: | Lencastre, Paulo
Machado, Joana César
Martins, Carla
Costa, Patrício
Vacas-de-Carvalho, Leonor |
| Keywords: | brand identity
consumer responses
brand logo
brand name
organicity |
| Issue Date: | Apr-2024 |
| Publisher: | Edinburgh Napier University |
| Citation: | Lencastre, P., Machado, J., Martins, C., Costa, P., & Vacas-de-Carvalho, L. (2024), “How do name and logo organicity influence cognitive responses? Analysing neural and psychological evidence”, Proceedings of the 17th Global Brand Conference, Edinburgh Napier University, Edinburgh, UK, 22-24 April |
| Abstract: | In this research we will analyze the opposition between non-organic and
organic names and logos, considered together in a single stimulus, and seek to
confirm, through the analysis of neurological responses, whether organicity is a
crucial requirement for the choice of brand name and logo, generating a greater
capacity for attention and memorization. |
| URI: | http://hdl.handle.net/10174/40217 |
| Type: | lecture |
| Appears in Collections: | CEFAGE - Comunicações - Em Congressos Científicos Internacionais
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CEFAGE - Centro de Estudos e Formação Avançada em Gestão e Economia /
CEFAGE - Comunicações - Em Congressos Científicos Internacionais /
