Warm Or Cold? the Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
The current research examines the fit effect between color temperature and organization type and how it influences product evaluations. Thus, we demonstrate that the color temperature influences the effectiveness of logo on nonprofits versus for-profits.
Eunmi Jeon and Myungwoo Nam (2018) ,"Warm Or Cold? the Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 284-284.
Eunmi Jeon, Sungkyunkwan University, South Korea
Myungwoo Nam, Sungkyunkwan University, South Korea
E - European Advances in Consumer Research Volume 11 | 2018
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