Creating new brand names: Effects of relevance, connotation, and pronunciation

Journal of Advertising Research

Volumn 48, Issue 1, 2008, Pages 148-162

  Bao, Yeging ^a   Shao, Alan T ^b   Rivers, Drew ^c  

^a UNIVERSITY OF ALABAMA IN HUNTSVILLE   (United States)

^b UNIVERSITY OF NORTH CAROLINA AT CHARLOTTE   (United States)

^c NORTH CAROLINA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 56249097213     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S002184990808015X     Document Type: Article

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