Year: 1964
Type: article
Abstract: RECENT POPULAR WORKS on the advertising industry (e.g., Madison Avenue, U.S.A., or The Hidden Persuaders) have told how admen create an image for a product by selecting names that evoke customer feelings resulting in purchase, and by otherwise suggesting the desirability of the given product.In these brief lines, it is proposed to examine brand names of beer, a widely sold and widely advertised product, in an effort to discover the chief bases of appeal in marketing this beverage through name selection.
Source: Names
Author: John R. Krueger
Language: English
Topic: American History and Culture
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1988709108