Die unterschätzte Macht der Schrift: Untersuchung des Einflusses von Schriftarten auf Anzeigenwahrnehmung, Markeneinstellung und Kaufverhalten
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More about this item
Keywords
Hand-written typeface; machine-written typeface; advertisement; brand awareness; purchase intention; consumer behavior;All these keywords.
JEL classification:
- L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
NEP fields
This paper has been announced in the following NEP Reports:- NEP-GER-2025-02-24 (German Papers)
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