Work

Positioning products through names: effect of sound symbolism on perception of products with blended brand names

Year: 2022

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-12-2021-3794

Authors: Sunny Vijay Arora, Arti D. Kalro, Dinesh Sharma

Institutions: S.P. Jain Institute of Management and Research, Indian Institute of Technology Bombay

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4306701173

FWCI: 1.199

Cites: 59

Cited by: 9

Related to: 10