Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed … determining how linguistic principles are being applied to Chinese brand naming is the respective stages of development of such … products in the context of the Chinese market economy.  …

Examines consumers’ perception of brands as influenced by their origins and the differences in classification ability … between consumers’ knowledge levels. Specifically, culture‐of‐brand‐origin (COBO) is proposed to have replaced country …‐of‐origin (COO) as the most important origin influence regarded by consumers in their perceptions of brands. Culture …

attitude towards the product. In this research we investigate the role of brand name in shaping consumers’ evaluation of search …, experience, and credence attributes. The findings confirm that, prior to trial, brand name increases consumers’ perception of … experience and credence attribute performance evaluations. However, prior to trial, brand name is found not to affect consumers …

Investigates the role of brand name in consumers' decision making during a customization process, and develops a … increase the effect of brand names in purchase decision making. High‐knowledge consumers reported stronger brand name effect in …

evaluation. Design/methodology/approach – This study employed a quantitative methodology and data were gathered from consumers …

consumers' intentions to buy an own‐label premium food product. More specifically, this study focuses on the case of own … area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 799 consumers …. Findings – Data analysis results, using structural equation modelling, showed that consumers' purchase intention is directly …

design. Furthermore, the resulting survey data from a sample of 300 consumers served for the test of the research … in the case of brand name substitution, based on consumers' knowledge of the brand change, attitude toward brand change …