Phonetic symbolism and brand name influence
Article Abstract:
The influence of phonetic symbolism on brand name preference is investigated in two experiments. Perceptions and judgments can be skewed by meanings conveyed by the sounds of words. The product attributes connoted by the vowel sounds of words influence brand name selection.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2007
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Host country nationals as socializing agents: a social identity approach
Article Abstract:
The application of the social identity theory, to develop an econometric model for the analysis of the role of host country nationals as socializing agents in the success of managers employed outside their home countries, is described.
Publication Name: Journal of Organizational Behavior
Subject: Social sciences
ISSN: 0894-3796
Year: 2007
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Retrieval disruption in collaborative groups due to brand cues
Article Abstract:
The application of the cue theory and the retrieval-strategy disruption theory to compare the retrieval of target brands by consumers in collaborative and non-collaborative environments is described.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2007
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