Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation
| Year of publication: |
2008
|
|---|---|
| Authors: | Bao, Yeqing ; Shao, Alan T. ; Rivers, Drew |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 48.2008, 1, p. 148-162
|