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Subject
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Brand 2 Brand image 2 Brand management 2 Consumer behaviour 2 Konsumentenverhalten 2 Markenartikel 2 Markenführung 2 Markenimage 2 Brand transgression 1 Forgiveness 1 Fun brand names 1 Hedonic 1 Hedonic price index 1 Hedonischer Preisindex 1 Inconsistency 1 Product quality 1 Produktqualität 1 Utilitarian 1 Utilitarianism 1 Utilitarismus 1 branding 1 contagion 1 expectation-disconfirmation 1 product judgments 1 proper names 1 quality 1
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Undetermined 2
Type of publication
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Article 2
Type of publication (narrower categories)
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Article in journal 2 Aufsatz in Zeitschrift 2
Language
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English 2
Author
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Rathee, Shelly 2 Yu-Buck, Grace F. 2 Gupta, Akash 1 Masters, Tamara M. 1
Published in...
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Journal of business research : JBR 1 Psychology & marketing 1
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ECONIS (ZBW) 2
Showing 1 - 2 of 2
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It is not just a name : effects of proper name for high-quality versus low-quality brands
Rathee, Shelly; Yu-Buck, Grace F.; Gupta, Akash - In: Psychology & marketing 40 (2023) 7, pp. 1388-1404
Persistent link: https://www.econbiz.de/10014291928
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So fun! : how fun brand names affect forgiveness of hedonic and utilitarian products
Rathee, Shelly; Masters, Tamara M.; Yu-Buck, Grace F. - In: Journal of business research : JBR 139 (2022), pp. 44-55
Persistent link: https://www.econbiz.de/10013194148
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