Tatiana Fajardo

Florida State University — United States

Business, Management and Accounting · Social Sciences

4h-index271citations17works0.02yr avg

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Research Topics

Consumer Behavior in Brand Consumption and Identification(9), Reproductive Health and Technologies(2), Grief, Bereavement, and Mental Health(2), Cultural Differences and Values(2), Color perception and design(2)

Publications17 total

Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos

50 cited

Journal of the Academy of Marketing Science·2021· 50 cited

Consumers As Brand Managers: Exclusion and Status in Brand Communities

ACR North American Advances·2020

Thanks For Nothing: When Giving a Gift Is Worse Than Giving Nothing At All

ACR North American Advances·2020

Toward an Optimal Donation Solicitation: Evidence from the Field of the Differential Influence of Donor-Related and Organization-Related Information on Donation Choice and Amount

79 cited

Journal of Marketing·2017· 79 cited

Prevention Versus Treatment: How Negative Emotion and Charitable Appeal Affect Donation Behavior

1 cited

ACR North American Advances·2017· 1 cited

Say It Or Show It: Logo Aesthetics and Consumer-Brand Relationship Development

2 cited

ACR North American Advances·2017· 2 cited

12-F: the Motivation to Exclude Others and Its Impact on Brand Commitment

ACR North American Advances·2017

The Contingent Nature of the Symbolic Associations of Visual Design Elements: The Case of Brand Logo Frames

107 cited

Journal of Consumer Research·2016· 107 cited

Moving Forward, Falling Back: How Perceptions of Motion Mask the Dangers of Unhealthy Consumption

ACR North American Advances·2016

Where you say it matters: Why packages are a more believable source of product claims than advertisements

29 cited

Journal of Consumer Psychology·2015· 29 cited

Capitalizing on the Symbolic Value of Brand Assets

2015

Brand Logo Frames: How and When Framing Brand Logos Increases Product Evaluations

PsycEXTRA Dataset·2014

Brand Logo Frames: How and When Framing Brand Logos Increases Purchase Likelihood

1 cited

ACR North American Advances·2014· 1 cited

Splitting the Decision: Increasing Donations by Recognizing the Differential Impact of Internal and External Considerations

1 cited

PsycEXTRA Dataset·2013· 1 cited

Splitting the Decision: Increasing Donations By Recognizing the Differential Impact of Internal and External Considerations

1 cited

PsycEXTRA Dataset·2012· 1 cited

Where You Say It Matters: Distance Between Product Claims and Products Influence Claim Believability

PsycEXTRA Dataset·2012

Self-Construal and Victim Identification

PsycEXTRA Dataset·2012

Frequent Co-authors

Claudia Townsend(7), Jiao Zhang(4), Michael Tsiros(4), Samantha Bittner(2), Willy Bolander(1), Carter Morgan(1), Samuel Carter Morgan(1), Anthony Salerno(1), Juliano Laran(1), Morgan K. Ward(1), Michaël Lowe(1), Taly Reich(1), Jianyu Zhang(1)