How brand names affect consumer perceptions : an experimental study on the sound symbolism of foreign brand names
Hayeun Jang, Ju Yeun Jang and Do Yuon Kim
| Year of publication: |
2024
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|---|---|
| Authors: | Jang, Hayeun ; Jang, Ju Yeun ; Kim, Do Yuon |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 37.2024, 2, p. 119-137
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| Subject: | Brand name | global branding | sound symbolism | word-shape association | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Internationales Marketing | International marketing | Experiment | Markenname |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2023.2299011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014515037