Study of the Effects of Serif vs. Sans Serif Typography on Perceived Brand Longevity in Different Writing Systems

Weixi Kou (), Franck Celhay (), Mathieu Kacha and Fabien Pecot
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Weixi Kou: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Franck Celhay: MBS School of Business
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Fabien Pecot: TBS Business School Barcelona

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Date: 2025
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Published in 41ème Congrès International de l’Association Française du Marketing, 2025, Lille, France

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