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Title: How the letters X and Z affect the desirability of a brand name.
Authors: Chen, Shiyun.
Tan, Ming Hui.
Yaw, Jennifer Shieh Yeen.
Keywords: DRNTU::Business::Marketing::Product management
Issue Date: 2004
Abstract: This study examines the effect of using the letters X and Z as the beginning letter of brand names, with insights for brand managers when determining the most suitiable letter to convey the desired image of the product.
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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