Thesis supervisor: Ágoston Temesi
Location of studies (in Hungarian): MATE Abbreviation of location of studies: MATE
Description of the research topic:
The selection of the right logo has been a long-standing concern of business scholars (e.g. Henderson&Cote, 1998, Foroudi et al., 2017, Kim&Lim, 2019). A large part of the publications tests the impact of logo modification on consumer perception of food branding. Relevant articles, which have been growing exponentially in recent years, still raise a number of unanswered questions about logo design. From a methodological point of view, experimental economics is a novel approach to the study of this topic.
Relevant scientific publications of the proposer in the proposed topic:
Temesi, Á., Lakner, Z. & Unger-Plasek, B. (2023). How do factors of brand-related behavior (brand loyalty, brand relevance in category, brand schematicity) impact consumers’ alcoholic drink purchases?, International Journal of Wine Business Research, 35(4) 521-537.
Plasek, B., Lakner, Z., & Temesi, Á. (2021). I Believe It Is Healthy—Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products. Nutrients, 13(10), 3518.
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