The Impact of Uppercase vs. Lowercase Lettering Logos on Perception of the Brand
Xu Xiaobing, Chen Rong, Liu Wenjing
Xu Xiaobing, Business School, Nankai University.
Chen Rong, School of Economics and Management, Tsinghua University.
Liu Wenjing, School of Economics and Management, Tsinghua University.
Xu Xiaobing, Chen Rong, Liu Wenjing. The Impact of Uppercase vs. Lowercase Lettering Logos on Perception of the Brand[J]. Journal of Marketing Science, 2016, 12(2): 75-86.