Relationship between brand name linguistics and product evaluation.

Relationship between brand name linguistics and product evaluation.

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...

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Bibliographic Details
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
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Institution: Nanyang Technological University
Description
Summary: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 the scales Change Seeking Index, Desire for Unique Consumer Products and Interpersonal Influence Susceptibility (Peer-Normative).

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