Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy

Author： Wang Yong Jian   Hernandez Monica D.   Minor Michael S.   Wei Jie  

Publisher： Emerald Group Publishing Ltd

ISSN： 0309-0566

Source： European Journal of Marketing, Vol.46, Iss.5, 2012-05, pp. : 712-732

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