...T.C. Melewar; Sharifah Alwi; Pi‐Fang Hsu; Fang‐Lei Lin Purpose The purpose of this paper is to design a model for selecting brand names on the basis of the perceptions of enterprises. Design/methodology/approach First, the proposed model adopts the modified Delphi method to identify suitable...

... is pioneer work in identifying the determinants of brand personality transfer. It also notes the interaction effect and the relative effectiveness of the determinants. © Emerald Group Publishing Limited 2012 Taiwan Consumer behaviour Brands Brand names Brand extension Naming strategy...

...Swee Hoon Ang Two studies were conducted to examine Chinese consumers' responses to alpha‐numeric brand names. Results of the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A, S, and 8, while the unlucky ones were F...