The Effect of Letter Case of Logotype on Consumers’ Perceptions of Luxury Fashion Brand

• Main Authors: Zheng, Wang, Shanat, Musdi, Kanyan, Louis Ringah
• Format: Conference or Workshop Item
• Language: English
• Published: 2022
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/30696/1/7th%20ICSC%202022%20309-320.pdf; https://repo.uum.edu.my/id/eprint/30696/
• Institution: Universiti Utara Malaysia

Throughout most of human history, luxury goods consumption has been an important activity. Over the recent decade, the sales of luxury fashion goods have increased dramatically in China due to the overall economic growth. This study examines the influences of uppercase and lowercase letters on luxur...