Abstract
This research shows that the obliqueness of logo typefaces influences consumers’ efficacy judgment of products offered by the company. Compared with non-oblique typeface logos, oblique typeface logos generate the perception of quicker product effect. This effect is attenuated when the typeface is heavy.
| Original language | English |
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| Title of host publication | 2020 Association for Consumer Research conference |
| Publication status | Published - Oct 2020 |
| Event | 2020 Association for Consumer Research conference - Duration: 1 Oct 2020 → 4 Oct 2020 https://www.acrwebsite.org/web/acr-conference/welcome.aspx |
Conference
| Conference | 2020 Association for Consumer Research conference |
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| Period | 1/10/20 → 4/10/20 |
| Internet address |