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Title: Relationship between brand name linguistics and product evaluation.
Authors: Khor, Shu Ya.
Huang, Shiya.
Huang, Huibin.
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2006
Abstract: 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 the scales Change Seeking Index, Desire for Unique Consumer Products and Interpersonal Influence Susceptibility (Peer-Normative).
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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