Logos as a visual cue can help firms communicate their unique identities and capture
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …

During the last two decades, childhood obesity has become a global pandemic, creating
harmful impacts on children, tutors, and society. If the obesity/overweight trend continues …

Spanish consumers' knowledge and attitudes towards microalgae as food were assessed
using a specific questionnaire-a total of 3084 Spanish consumers over 18 years old were …

Color is one of the most elementary techniques used in marketing and produces behavioral
effects reflecting purchase attitudes. However, packaging color has seldom been …

Visual cues are pervasive on crowdfunding platforms. However, whether and how low
validity visual cues can impact the behavior of backers remains largely unknown. In this …

Marketers often use green in marketing communications to signal sustainability, despite the
lack of supportive data. This article is a report of two experiments to observe consumer …

Previous research has emphasized the importance of product packaging to consumers'
attitudes and purchase intentions, but empirical studies that explore the specific …

Color saturation—the color's purity and intensity (also known as vividness)—is a visual
feature that has been under‐investigated in the context of green marketing. To advance …

The purpose of this research is to examine the determinants of coffee shop purchase
intention. The research domain is Starbucks, which is the brand ranked first in the coffee …

A brand logo has significant influences on consumer evaluations of a brand. However, little
research has examined the effectiveness of brand logo design. The present research thus …