摘要 : An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this brand naming strategy impacts con... 展开
作者 | John P. Costello Jesse Walker Rebecca Walker Reczek |
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期刊名称 | 《Journal of Marketing》 |
页码/总页数 | 889-905 / 17 |
语种/中图分类号 | 英语 / f |
关键词 | brand names linguistics persuasion knowledge brand personality sincerity |
DOI | 10.1177/00222429231162367 |
馆藏号 | F-184 |