How and when alphanumeric brand names affect consumer preferences

Journal of Marketing Research

Volumn 47, Issue 6, 2010, Pages 1177-1192

  Gunasti, Kunter ^a   Ross, William T ^b  

^a UNIVERSITY OF CONNECTICUT   (United States)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

Alphanumeric brand name; Brand name heuristic; Branding strategy; Choice; Inference making; Missing attribute; Missing information; Preference

Indexed keywords

EID: 78650319075     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.6.1177     Document Type: Article

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