Browsing Journal Articles by Subject "Processing fluency"
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Physimorphic vs. Typographic logos in destination marketing: Integrating destination familiarity and consumer characteristics
(Elsevier, 2022-04-16)Research on the effectiveness of destination logos is sparse. The present study introduces the idea of physimorphic (nature resembling) logos and explores its effectiveness on the tourist vis a vis non-physimorphic or ...