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【With the same author name:【Ye Shenghong】 Found 2 articles】 /Page Order by: Asce Desc

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| F270

Upright or Inclining? An Empirical Study of the Impact of Brand Logo Shapes on the Consumer Product Evaluation

Zhou Xiaoman, Ye Shenghong, Li Jia, et al

Brand logo is an important visual symbol of the brand, which plays a key role in creating brand equity, strengthening brand cognition, and building consumer loyalty. Many companies have re...

First published at: Feb 01, 2019

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doi:10.16538/j.cnki.fem.2019.02.007

Foreign Economics & Management, Vol. 41, Issue 02, pp. 84 - 98

| F270

Effects of Congruence between Employee Communication Behavior and Brand Personality on Consumers’ Brand Attitudes

Ye Shenghong, Wu Guobin, Hao Shuang

Corporate brands encourage marketing staff to give symbolic significance to products and services. Therefore, marketing staff devote a lot of time and energy to their own brand image const...

First published at: Jul 01, 2017

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doi:10.16538/j.cnki.fem.2017.07.007

Foreign Economics & Management, Vol. 39, Issue 07, pp. 91 - 104

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