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Brand Suicide? Memory and Liking of Negative Brand Names

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a brand...

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Detalles Bibliográficos
Autores principales:	Guest, Duncan, Estes, Zachary, Gibbert, Michael, Mazursky, David
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Public Library of Science 2016
Materias:	Research Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4811583/ https://www.ncbi.nlm.nih.gov/pubmed/27023872 http://dx.doi.org/10.1371/journal.pone.0151628

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