Consumer reactions to round numbers in brand names

Kunter Gunasti, Timucin Ozcan

Year of publication:	June 2016
Authors:	Gunasti, Kunter ; Ozcan, Timucin
Published in:	Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 2, p. 309-322
Subject:	Round numbers \| Brand names \| Alphanumeric \| Complete products \| Numerical processing \| Konsumentenverhalten \| Consumer behaviour \| Markenartikel \| Brand \| Markenführung \| Brand management \| Markenimage \| Brand image

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