haku: @indexterm brand names / yhteensä: 212
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| Tekijä: | Bao, Y. Shao, A.T. Rivers, D. |
| Otsikko: | Creating new brand names: effects of relevance, connotation, and pronunciation |
| Lehti: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 148-162 |
| Asiasana: | marketing consumer behaviour advertising brands brand names products image |
| Kieli: | eng |
| Tiivistelmä: | This paper reports on research which empirically tested hypotheses related to brand names and the factors behind naming products. The authors paid particular attention to the relevance, connotation and pronunciation of the brand name, as well as the interaction between these elements. The findings are in line with the existing brand preference literature highlighting the importance of easy pronunciation, positive connotation, and relevance to the product category when selecting a brand name. |
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