Two studies were conducted to examine Chinese consumers' responses to alpha‐numeric brand names. Results of the first …

Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In …

consumers′ perceptions of the competitive tiers, six product fields were investigated. Consumers′ perceptions of the structure …

Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In …

consumers get older, which is a threat to brand awareness in aging societies. Still, consumer research has not explored if … personally relevant episodic memories consumers associate with a brand can support brand-name memory when consumers age. This …- to 90-year-old participants suggest that consumers associate successfully recalled brand names with more significant …