3 research outputs found
Cross-National Logo Evaluation Analysis: An Individual Level Approach
The universality of design perception and response is tested using data collected from ten 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 identifies latent logo clusters while accounting for heterogeneity in evaluations. The concomitant v
Associative networks: A new approach to market segmentation
SCOPUS: ar.jinfo:eu-repo/semantics/publishe