... in brand names influenced gender perceptions of brand name pronunciation. Experiments 2 and 3 examined whether nasal codas in brand names influenced brand warmth and brand preference, respectively. Experiment 4 examined the moderating role of product type in the relationship between nasal codas in brand...

.... It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts. Design/methodology/approach The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design...

... is provided to control for product-type variables. Design/methodology/approach Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions. Findings Brand extension authenticity is a significant antecedent of brand...

...Naeem Gul Gilal; Faheem Gul Gilal; Jing Zhang; Rukhsana Gul Gilal; Zhenxing Gong; Waseem Gul Gilal Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect...