Blended Brand Names: It’S Just Not What You Know, It’S the Sound
This study explores blended brand names, whicch are semantically meaningless names containing attribute associations. They are coined for dealing with trademark-related issues. Vowels can connote sound meaning through these names. Attribute associations may reflect products’ positioning, which a brand strategist can communicate through the brand name.
Sunny Arora, Arti D. Kalro, and Dinesh Sharma (2018) ,"Blended Brand Names: It’S Just Not What You Know, It’S the Sound ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 75-75.
Sunny Arora, S P Jain Institute of Management and Research, India
Arti D. Kalro, Indian Institute of Technology Bombay, India
Dinesh Sharma, Indian Institute of Technology Bombay, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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