Auditory and Visual Identifiers in Chinese and English
A main component of branding is to link a brand name to nonverbal cues that facilitate brand name memory. The authors of a study examine the integration in memory of auditory and visual brand identifiers with brand names written in the logographic Chinese script compared with the alphabetic English...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2002
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2139 https://proquest.umi.com/pqdweb/?index=0&sid=1&srchmode=1&vinst=PROD&fmt=2&startpage=-1&clientid=44274&vname=PQD&RQT=309&did=128912741&scaling=FULL&ts=1245228515&vtype=PQD&rqt=309&TS=1245228546&clientId=44274 |
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| Institution: | Singapore Management University |
| Language: | English |
