Positioning products through names : effect of sound symbolism on perception of products with blended brand names
Sunny Vijay Arora, Arti D. Kalro and Dinesh Sharma
| Year of publication: |
2023
|
|---|---|
| Authors: | Arora, Sunny Vijay ; Kalro, Arti D. ; Sharma, Dinesh |
| Subject: | Attribute abstractness | Brand name | Brand naming | Product categorization | Sound symbolism | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenname | Produktgestaltung | Product design |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2021-3794 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014229045