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Keywords: Trade names
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Journal Articles
Naming businesses: names as drivers of brand value
Available to Purchase
Journal:
Competitiveness Review
Competitiveness Review (2012) 22 (4): 329–342.
Published: 27 July 2012
...Baker Ahmad Alserhan; Zeid Ahmad Alserhan Purpose The purpose of this paper is to propose a new method to assess trade name distinctiveness. Design/methodology/approach The authors implemented a two‐staged methodology. First, catchwords in trade names in the relevant database were identified...
