New brand names and inferential beliefs: Some insights on naming new products
作者： George M. Zinkhan , Claude R. Martin
DOI: 10.1016/0148-2963(84)90046-8
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摘要: Abstract Consumers' attitudes toward names were studied and evidence was found that attitude a brand name exists independently of product or brand. A method for measuring is demonstrated. In multiple regression setting, four predictor variables—number purchases, interest, cognitive differentiation, experience—were to explain up 34% the variance associated with attitudes.
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