- Title
- Is it the ‘alpha’ or the ‘numeric’?: Consumers’ evaluation of letter versus number changes in alphanumeric brand names
- Creators
- Selcan KaraKunter GunastiWilliam T Ross
- Publication Details
- The journal of brand management, Vol.22(6), pp.515-533
- Academic Unit
- Marketing and International Business, Department of
- Identifiers
- 99900546728701842
- Language
- English
- Resource Type
- Journal article
Journal article
Is it the ‘alpha’ or the ‘numeric’?: Consumers’ evaluation of letter versus number changes in alphanumeric brand names
The journal of brand management, Vol.22(6), pp.515-533
08/2015
Handle:
https://hdl.handle.net/2376/106406
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