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Is it the "alpha" or the "numeric"? : consumers' evaluation of letter versus number changes in alphanumeric brand names
Kara, Selcan; Gunasti, Kunter; Ross, William T. - In: The journal of brand management : an international journal 22 (2015) 6, pp. 515-533
Persistent link: https://www.econbiz.de/10011349942
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The crucial role of reference numbers on consumers' product preferences
Gunasti, Kunter; Ozcan, Timucin; Howlett, Elizabeth - In: Journal of business research : JBR 168 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10014434878
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How competitor brand names affect within-brand choices
Gunasti, Kunter; Devezer, Berna - In: Marketing letters : a journal of research in marketing 27 (2016) 4, pp. 715-727
Persistent link: https://www.econbiz.de/10011614552
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How associations between products and numbers in brand names affect consumer attitudes : introducing multi-context numbers
Ozcan, Timucin; Gunasti, Kunter - In: The journal of brand management : an international journal 26 (2019) 2, pp. 176-194
Persistent link: https://www.econbiz.de/10012060058
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Consumer misestimations of small recurring changes vs. a single large lump sum
Gunasti, Kunter; Chen, Haipeng - In: Marketing letters : a journal of research in marketing 34 (2023) 4, pp. 605-617
Persistent link: https://www.econbiz.de/10014457870
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Does music really work? : the two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior
Yang, Shuai; Chang, Xinyu; Chen, Sixing; Lin, Shan; … - In: Marketing letters : a journal of research in marketing 33 (2022) 2, pp. 251-276
Persistent link: https://www.econbiz.de/10013273040