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How vintage typography shapes brand status: experimental evidence from traditional Chinese characters

Year: 2025

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-04-2025-5937

Authors: Qiang Xu, Yan Xiong, Yuxiang Shao

Institution: Zhejiang University of Technology

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4416775407

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Cites: 78

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