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Creating new brand names : effects of relevance, connotation, and pronunciation
Bao, Yeqing; Shao, Alan T.; Rivers, Drew - In: Journal of advertising research 48 (2008) 1, pp. 148-162
Persistent link: https://www.econbiz.de/10003689053
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Nonconformity Advertising to Teens
Bao, Yeqing; Shao, Alan T. - In: Journal of advertising research 42 (2002) 3, pp. 56-65
Persistent link: https://www.econbiz.de/10006508828
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OBSERVATIONS - Shifting Advertising Appeals in Taiwan - This empirical study explains how to advertise effectively in the modem advertising industry of Taiwan. It supports the hypo...
Shao, Alan T.; Raymond, Mary Anne; Taylor, Charles - In: Journal of advertising research 39 (1999) 6, pp. 61-70
Persistent link: https://www.econbiz.de/10006517333
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Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation
Bao, Yeqing; Shao, Alan T.; Rivers, Drew - In: Journal of advertising research 48 (2008) 1, pp. 148-162
Persistent link: https://www.econbiz.de/10008051942