Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.ijresmar.2003.03.002
DC FieldValue
dc.titleBrand name suggestiveness: A Chinese language perspective
dc.contributor.authorLee, Y.H.
dc.contributor.authorAng, K.S.
dc.date.accessioned2013-10-09T02:45:59Z
dc.date.available2013-10-09T02:45:59Z
dc.date.issued2003
dc.identifier.citationLee, Y.H., Ang, K.S. (2003). Brand name suggestiveness: A Chinese language perspective. International Journal of Research in Marketing 20 (4) : 323-335. ScholarBank@NUS Repository. https://doi.org/10.1016/j.ijresmar.2003.03.002
dc.identifier.issn01678116
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/43815
dc.description.abstractThe selection of the right brand name is one of the most important marketing decisions and brand memorability has been proposed to be one of the key brand name selection criteria. Prior brand naming research has primarily dealt with word-level analysis in examining English brand name characteristics that are desirable for improving brand memorability. In this regard, this research examines the effects of suggestiveness at both the word and sub-word levels on consumer responses to Chinese brand names. Through two experiments, the findings demonstrate the ability of both character-level and radical-level suggestiveness in improving the memory for brand name and target claim. This research also extends the findings of previous studies on suggestiveness by demonstrating its favorable attitudinal effects. Based on these findings, theoretical and managerial implications are discussed. © 2003 Elsevier Science B.V. All rights reserved.
dc.description.urihttp://libproxy1.nus.edu.sg/login?url=http://dx.doi.org/10.1016/j.ijresmar.2003.03.002
dc.sourceScopus
dc.subjectAttitude and recall effects
dc.subjectChinese language
dc.subjectSuggestiveness
dc.typeArticle
dc.contributor.departmentMARKETING
dc.description.doi10.1016/j.ijresmar.2003.03.002
dc.description.sourcetitleInternational Journal of Research in Marketing
dc.description.volume20
dc.description.issue4
dc.description.page323-335
dc.description.codenIJRME
dc.identifier.isiut000187346300003
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