Creating brand identity: A study of evaluation of new brand names
Article Abstract:
The branding strategies for new products and the evaluation of brand names over repeated exposure are investigated. The results show that meaningful brand names continue to be evaluated more favorably than non-meaningful brand names and they also influence evaluations of quality and other product attributes.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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Direct and indirect effects of self-image congruence on brand loyalty
Article Abstract:
Efficacy of a model, which is dealing direct and indirect effects of self-image congruence on brand loyalty, is analyzed.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2006
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Family communication and parental influence on children's brand attitudes
Article Abstract:
The effects of parental product decision making on children's brand preferences are evaluated.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2006
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