Creating brand identity: A study of evaluation of new brand names

Article Abstract:

The branding strategies for new products and the evaluation of brand names over repeated exposure are investigated. The results show that meaningful brand names continue to be evaluated more favorably than non-meaningful brand names and they also influence evaluations of quality and other product attributes.

Analysis, Brand name products, Brand names

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Direct and indirect effects of self-image congruence on brand loyalty

Article Abstract:

Efficacy of a model, which is dealing direct and indirect effects of self-image congruence on brand loyalty, is analyzed.

South Korea, Management dynamics, Management, Consumer preferences, Company business management

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Family communication and parental influence on children's brand attitudes

Article Abstract:

The effects of parental product decision making on children's brand preferences are evaluated.

Children, Decision-making, Decision making, Behavior, Parents

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