Going to great lengths in the pursuit of luxury : how longer brand names can enhance the luxury perception of a brand

• Main Authors: Pathak, Abhishek, Velasco, Carlos, Petit, Olivia, Calvert, Gemma Anne
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2019
• Subjects: Consumer Behavior; Brand Names; Business::General
• Online Access: https://hdl.handle.net/10356/83053; http://hdl.handle.net/10220/50193
• Institution: Nanyang Technological University

Brand names are a crucial part of the brand equity and marketing strategy of any company. Research suggests that companies spend considerable time and money to create suitable names for their brands and products. This paper uses the Zipf's law (or Principle of Least Effort) to analyze the perce...