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A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments

Yorkston, Eric; Menon, Geeta - In: Journal of consumer research : JCR ; an … 31 (2004) 1, pp. 43-51

Persistent link: https://www.econbiz.de/10006646323

Linguistic Gender Marking and Categorization

Yorkston, Eric; Mello, Gustavo E. De - In: Journal of Consumer Research 32 (2005) 2, pp. 224-234

Gender markers provide syntactic structure and a categorization schema to language. Brand name gender is a function of both formal, structural aspects of the brand name and semantic properties of the brand's product class. In the formal gender system of Spanish, consistent formal gender marking...

Persistent link: https://www.econbiz.de/10005735859

Using transformational appeals to enhance the retail experience

Naylor, Gillian; Kleiser, Susan Bardi; Baker, Julie; … - In: Journal of retailing 84 (2008) 1, pp. 49-58

Persistent link: https://www.econbiz.de/10008054883

The Role of Accent Standardness in Message Preference and Recall

Morales, Andrea; Scott, Maura; Yorkston, Eric - In: Journal of advertising : official publication of the … 41 (2012) 1, pp. 33-47

Persistent link: https://www.econbiz.de/10009844410

The Role of Accent Standardness in Message Preference and Recall

Morales, Andrea; Scott, Maura; Yorkston, Eric - In: International journal of advertising : the quarterly … 41 (2012) 1, pp. 33-47

Persistent link: https://www.econbiz.de/10009976494

Using transformational appeals to enhance the retail experience

Naylor, Gillian; Kleiser, Susan Bardi; Baker, Julie; … - In: Journal of retailing 84 (2008) 1, pp. 49-58

Persistent link: https://www.econbiz.de/10008890826