haku: @author Shrum, L.J. / yhteensä: 1
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| Tekijä: | Lowrey, T.M. Shrum, L.J. Dubitsky, T.M. |
| Otsikko: | The relation between brand-name linguistic characteristics and brand-name memory |
| Lehti: | Journal of Advertising
2003 : VOL. 32:3, p. 7-17 |
| Asiasana: | Advertising Marketing Brands Psychology Linguistics |
| Kieli: | eng |
| Tiivistelmä: | Copytesting results from a commercial copytesting firm were used to assess the relation btw. the presence of linguistic features in brand names and memory for those names. Brand names in the ads being tested (n = 480) were coded on 23 linguistic properties, of which 11 occurred with sufficient frequency to be retained for analysis. Regression analyses tested for the association between linguistic properties of the brand names and brand-name memory as a function of brand-name familiarity, controlling for executional variables. Results revealed that three linguistic variables were positively related to brand-name memory but only for less familiar brands. Two linguistic variables showed main effects for brand-name memory: unusual spelling (positive) and blending (negative). |
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