Plaid, Airscarf, or PDK? - Naming Product Features in Online Configurators

Product feature names in the automotive industry are becoming more sophisticated, more acronymic, and less descriptive. Along with a categorization of feature names, insights from 26 qualitative consumer interviews, and two online studies, this paper outlines the qualities that feature names should exhibit (regardless of industry) to be perceived as useful by consumers.

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Year of publication:	2022
Authors:	Hasenmaile-Aspin, Johanna
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 39.2022, 1, p. 58-67
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/276177 [Handle] RePEc:zbw:hsgmrs:276177 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337662