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Brand Suicide? Memory and Liking of Negative Brand Names
Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a brand...
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| Pubblicato in: | PLoS One |
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| Autori principali: | , , , |
| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Public Library of Science
2016
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| Soggetti: | |
| Accesso online: | https://ncbi.nlm.nih.gov/pmc/articles/PMC4811583/ https://ncbi.nlm.nih.gov/pubmed/27023872 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1371/journal.pone.0151628 |
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