Open AccessIncongruence in Brand Names and Its Effect on Consumer Preference
Author(s) -
Ferdian Hendrasto,
Bagus Ibnu Utama
Publication year - 2019
Publication title -
tržište
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.229
H-Index - 7
eISSN - 1849-1383
pISSN - 0353-4790
DOI - 10.22598/mt/2019.31.1.83
Subject(s) - originality , brand preference , preference , brand extension , indonesian , advertising , brand names , psychology , brand management , brand awareness , brand equity , marketing , business , mathematics , social psychology , linguistics , statistics , creativity , philosophy