How and When Alphanumeric Brand Names Affect Consumer...

How and When Alphanumeric Brand Names Affect Consumer Preferences

Gunasti, Kunter, Ross, William T
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Volume:
47
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmkr.47.6.1177
Date:
December, 2010
File:
PDF, 864 KB
english, 2010
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