Making sense of numbers : effects of alphanumeric brands on consumer inference
Dengfeng Yan; Rod Duclos
| Year of publication: |
2013
|
|---|---|
| Authors: | Yan, Dengfeng ; Duclos, Rod |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 30.2013, 2, p. 179-184
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| Subject: | Alphanumeric brand names | Anchoring | Heuristic processing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009746282