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http://hdl.handle.net/11718/17357| Title: | Ordering effect of alphabets and numbers in alphanumeric brand names |
| Authors: | Tripathi, Sanjeev Saravana, Jaikumar |
| Issue Date: | 2014 |
| Publisher: | Association for Consumer Research |
| Citation: | Jaikumar, Saravana and Tripathi, Sanjeev (2014). Ordering Effect of Alphabets and Numbers in Alphanumeric Brand Names. Advances in Consumer Research, 42, 787. |
| Abstract: | This paper explores the effects of cause-related marketing campaigns that require participation and effort from the consumer, a campaign element that has received little research attention. We examine the effects of effort on perceived cause importance, perceived personal role in helping the cause, purchase intentions and participation intentions. |
| URI: | http://hdl.handle.net/11718/17357 |
| Appears in Collections: | Journal Articles |
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