Cross-national logo evaluation analysis: An individual-level approach

• Main Authors: Van Der Lans, R., Cote, J.A., Cole, C.A., Leong, S.M., Smidts, A., Henderson, P.W., Bluemelhuber, C., Bottomley, P.A., Doyle, J.R., Fedorikhin, A., Moorthy, J., Ramaseshan, B., Schmitt, B.H.
• Other Authors: MARKETING
• Format: Article
• Published: 2013
• Subjects: Adaptation; Bayesian; Concomitant variable; Design; Gibbs sampling; International marketing; Logos; Mixture models; Standardization; Structural equation models
• Online Access: http://scholarbank.nus.edu.sg/handle/10635/43858
• Institution: National University of Singapore

10.1287/mksc.1080.0462