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...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10097 |