Creating brand identity: A study of evaluation of new brand names

Journal of Business Research

Volumn 58, Issue 11 SPEC. ISS., 2005, Pages 1506-1515

  Kohli, Chiranjeev S ^a,b   Harich, Katrin R ^a   Leuthesser, Lance ^a  

^a CALIFORNIA STATE UNIVERSITY   (United States)

^b Marketing Department   (United States)

Author keywords

Brand equity; Brand image; Branding; Name creation; Name testing

Indexed keywords

EID: 26944477307     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2004.07.007     Document Type: Article

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