"Choozing" the best spelling : consumer response to unconventionally spelled brand names
Year of publication: |
2023
|
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Authors: | Costello, John P. ; Walker, Jesse ; Walker Reczek, Rebecca |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 87.2023, 6, p. 889-905
|
Subject: | brand names | linguistics | persuasion knowledge | brand personality | sincerity | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Linguistik | Linguistics | Werbewirkung | Advertising effects |
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