Browsing by Author "Komali, Usse"
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A study on the impact of Alpha Numeric naming on customer perceptions
Phanindra, B.V.S.; Das, Deblina; Komali, Usse (Indian Institute of Management Ahmedabad, 2016)The purpose of this study is to understand how consumers perceive alpha numeric brand names and thereby help marketers name their products and features to communicate the intended benefit effectively. This research ...