Incongruence in Brand Names and Its Effect on Consumer Preference
Incongruence in Brand Names and Its Effect on Consumer Preference
Author(s): Ferdian Hendrasto, Bagus Ibnu UtamaSubject(s): Economy, Marketing / Advertising
Published by: CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb
Keywords: brand name; brand equity; theory of incongruence; consumer preference; brand preference
Journal: MARKET/TRŽIŠTE
- Issue Year: 31/2019
- Issue No: 1
- Page Range: 83-96
- Page Count: 14
- Language: English, Croatian
