BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE
نویسندگان
چکیده
منابع مشابه
Phonetic Symbolism and Brand Name Preference
Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand name...
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ژورنال
عنوان ژورنال: STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION
سال: 2015
ISSN: 2344-1321,2066-561X
DOI: 10.29358/sceco.v0i20.275