Better branding : brand names can influence consumer choice
Year of publication: |
2013
|
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Authors: | Hillenbrand, Philipp ; Alcauter, Sarael ; Cervantes, Javier ; Barrios, Fernando |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 22.2013, 4, p. 300-308
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Subject: | marketing | neuroscience | branding | brand names | brand name processing | consumer behaviour | fMRI research | neural systems | neuromarketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Neuromarketing | Markenimage | Brand image | Neurowissenschaften | Neuroscience |
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