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http://hdl.handle.net/11718/17357Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Tripathi, Sanjeev | |
| dc.contributor.author | Saravana, Jaikumar | |
| dc.date.accessioned | 2016-01-11T11:48:26Z | |
| dc.date.available | 2016-01-11T11:48:26Z | |
| dc.date.copyright | 2014 | |
| dc.date.issued | 2014 | |
| dc.identifier.citation | Jaikumar, Saravana and Tripathi, Sanjeev (2014). Ordering Effect of Alphabets and Numbers in Alphanumeric Brand Names. Advances in Consumer Research, 42, 787. | en_US |
| dc.identifier.uri | http://hdl.handle.net/11718/17357 | |
| dc.description.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. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | Association for Consumer Research | en_US |
| dc.title | Ordering effect of alphabets and numbers in alphanumeric brand names | en_US |
| dc.type | Article | en_US |
| Appears in Collections: | Journal Articles | |
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