Creating new brand names : effects of relevance, connotation, and pronunciation
Yeqing Bao; Alan T. Shao ; Drew Rivers
| Year of publication: |
2008
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|---|---|
| Authors: | Bao, Yeqing ; Shao, Alan T. ; Rivers, Drew |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 48.2008, 1, p. 148-162
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| Subject: | Markenführung | Brand management | Markenartikel | Brand | Werbepsychologie | Psychology of advertising | Konsumentenverhalten | Consumer behaviour | Schätzung | Estimation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003689053