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Effects of typographic variables on ...

Bi, Ran.

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Effects of typographic variables on attitude measures in reading bilingual brands.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Effects of typographic variables on attitude measures in reading bilingual brands./
作者:	Bi, Ran.
面頁冊數:	66 p.
附註:	Source: Masters Abstracts International, Volume: 54-03.
Contained By:	Masters Abstracts International54-03(E).
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1584605
ISBN:	9781321591170

Effects of typographic variables on attitude measures in reading bilingual brands.
Bi, Ran.

Effects of typographic variables on attitude measures in reading bilingual brands. - 66 p.

Source: Masters Abstracts International, Volume: 54-03.

Thesis (M.S.)--Iowa State University, 2014.

This item must not be sold to any third party vendors.

This study sought to determine how typographic features in brand name designs impact attitudes of bilingual consumers toward the brand. An online study was conducted with a sample of 210 Chinese students who have studied in the United States for at least one year. Each participant was randomly assigned to one of five groups.

ISBN: 9781321591170Subjects--Topical Terms:

524709
Communication.

Effects of typographic variables on attitude measures in reading bilingual brands.
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100 1 $a Bi, Ran. $3 3178165
245 1 0 $a Effects of typographic variables on attitude measures in reading bilingual brands.
300 $a 66 p.
500 $a Source: Masters Abstracts International, Volume: 54-03.
500 $a Adviser: Jay Newell.
502 $a Thesis (M.S.)--Iowa State University, 2014.
506 $a This item must not be sold to any third party vendors.
520 $a This study sought to determine how typographic features in brand name designs impact attitudes of bilingual consumers toward the brand. An online study was conducted with a sample of 210 Chinese students who have studied in the United States for at least one year. Each participant was randomly assigned to one of five groups.
520 $a Based on semantic theories and a proposed model of the role of typography in advertising-based persuasion, two hypotheses were explored. This study found that: (1) a prominent Chinese name in terms of type size in bilingual bands had a positive effect on consumers' attitude toward the brand, (2) consumers evaluated brand names with same size Chinese and English names more positively than those with a prominent English name, (3) consumers evaluated brand names with highly ornate Chinese type more positively than those with highly ornate English type and (4) brand names with low ornate Chinese type and low ornate English type were evaluated higher in terms of attitude toward brand than brand names with highly ornate English and low ornate Chinese.
520 $a The contribution of this study is to assist international companies in their local brand name selection process by helping them to understand the aesthetic value of Chinese characters in brand name design, as well as to provide practical suggestions for logographic designers and font designers.
590 $a School code: 0097.
650 4 $a Communication. $3 524709
650 4 $a Design. $3 518875
650 4 $a Language. $3 643551
650 4 $a Marketing. $3 536353
650 4 $a Bilingual education. $3 2122778
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690 $a 0389
690 $a 0679
690 $a 0338
690 $a 0282
710 2 $a Iowa State University. $b Journalism and Mass Communication. $3 1030846
773 0 $t Masters Abstracts International $g 54-03(E).
790 $a 0097
791 $a M.S.
792 $a 2014
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1584605