Relationship between brand name linguistics and product evaluation.
This study aims to further investigate the effects the letters Z and H have on consumers’ product evaluation based on product attributes such as “Prestige”, “Social Approval” and “Functionality”. It also investigates whether these effects differ among individuals with different personalities, using...
| Principais autores: | , , |
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| Outros Autores: | |
| Formato: | Final Year Project (FYP) |
| Publicado em: |
2008
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| Assuntos: | |
| Acesso em linha: | http://hdl.handle.net/10356/10097 |