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Keywords: Self-referencing
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Journal Articles
Journal of Product & Brand Management (2023) 32 (6): 958–971.
Published: 13 February 2023
...Hsuan-Hsuan Ku; Yingting Chen Purpose Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a product color name that involves the self impacts product evaluation. This paper...
