Brand related information as context: The impact of brand name characteristics on memory and choice

Journal of the Academy of Marketing Science

Volumn 38, Issue 4, 2010, Pages 456-470

  Samu, Sridhar ^a   Krishnan, H Shanker ^b  

^a INDIAN SCHOOL OF BUSINESS   (India)

^b INDIANA UNIVERSITY   (United States)

Author keywords

Brand associations; Brand choice; Brand consideration; Brand names; Implicit memory; Memory and recall

Indexed keywords

EID: 77955086630     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-009-0175-8     Document Type: Article

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