...), and washouts (extreme similarity). Findings The proposed assessment method allows entrepreneurs to create names that are dissimilar to existing ones and hence support a company's later activities designed to enhance the reputation of the name and build brand equity. The scale is applicable in various...

...J. Robert Field; Blaise J. Bergiel; J. Martin Giesen; Courtney L. Fields Purpose The purpose of this study is to determine the extent that extrinsic product attributes (brand name/packaging) influence consumers' perceptions and resulting evaluation of intrinsic product attributes, quality...