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Keywords: Consonants in brand names
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 101–122.
Published: 09 February 2015
...Amelie Guevremont; Bianca Grohmann Purpose – This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality. Design/methodology/approach – Four experiments empirically test the influence of consonants on feminine...
