Gunasti, Kunter; Kara, Selcan; Ross, Jr, William T. - In: European Journal of Marketing 54 (2020) 12
Purpose: This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill)....