How brand names affect consumer perceptions : an experimental study on the sound symbolism of foreign brand names
Year of publication: |
2024
|
---|---|
Authors: | Jang, Hayeun ; Jang, Ju Yeun ; Kim, Do Yuon |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 37.2024, 2, p. 119-137
|
Subject: | Brand name | global branding | sound symbolism | word-shape association | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Internationales Marketing | International marketing | Experiment |
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