EXPRESS: “Choozing” the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names

已完结 10 由叄发布于 2025/5/27 10:44:43

DOI:10.1177/00222429231162367
作者：John P. Costello,?Jesse Walker,?Rebecca Walker Reczek
文献类型：期刊论文
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Abstract：An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about ho

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