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Keywords: Brand name syllable
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Journal Articles
Journal:
Internet Research
Internet Research (2015) 25 (2): 150–168.
Published: 07 April 2015
...Ming-Chuan Pan; Chih-Ying Kuo; Ching-Ti Pan Purpose – The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach – This paper uses four experimental designs to explore the seller...
