How the linguistic characteristics of a brand name can affect its luxury appeal

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.
Pathak, Calvert and Lim

How the linguistic characteristics of a brand name can affect its luxury appeal

Abhishek Pathak and Gemma A. Calvert

Institute on Asian Consumer Insight, Nanyang Technological University, Singapore

Elison Lim

Nanyang Technological Un

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