Effect of Customers’ Names on Brand Choices:
People perceive letters included in their name more favorably than those not included in their name. This tendency is called the name letter effect, and it can affect various types of decision-making, including brand choices. For instance, a consumer named Lundy is more likely than one named Thomas...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2023-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/3/42_2023.004/_html/-char/en |