Relationship between brand name linguistics and product evaluation.

• Main Authors: Khor, Shu Ya., Huang, Shiya., Huang, Huibin.
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10097
• Institution: Nanyang Technological University

This study aims to further investigate the effects the letters Z and H have on consumers’ product evaluation based on product attributes such as “Prestige”, “Social Approval” and “Functionality”. It also investigates whether these effects differ among individuals with different personalities, using...