Letters of Legacy: How Typography Shape Brand Longevity Across Cultures

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

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Date: 2025
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Published in 26th Academy of Marketing Science World Marketing Congress, Academy of Marketing Science, 2025, Dijon, France

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