Is it the ‘alpha’ or the ‘numeric’?: Consumers’ evaluation of letter versus number changes in alphanumeric brand names
Crossref DOI link: https://doi.org/10.1057/bm.2015.28
Published Online: 2015-09-22
Published Print: 2015-08
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Kara, Selcan
Gunasti, Kunter
Ross, William T
Text and Data Mining valid from 2015-08-01