Name Letter Branding: Valence Transfers When Product Specific Needs Are Active
- 1 December 2005
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 32 (3), 405-415
- https://doi.org/10.1086/497552
Abstract
Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, aThis publication has 8 references indexed in Scilit:
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