Is it the "alpha" or the "numeric"? : consumers' evaluation of letter versus number changes in alphanumeric brand names
Selcan Kara; Kunter Gunasti; William T. Ross
| Year of publication: |
2015
|
|---|---|
| Authors: | Kara, Selcan ; Gunasti, Kunter ; Ross, William T. |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 6, p. 515-533
|
| Subject: | alphanumeric brand names | number cognition | letter cognition | alignability | selective accessibility model | anchoring | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management |
| Extent: | Ill., graph. Darst. |
|---|---|
| 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/10011349942