The effects of brand name suggestiveness on advertising recall
By: Kevin Lane Keller, Susan E. Heckler, Michael J. Houston
Contributors: Heckler, Susan Elizabeth; Houston, Michael J
Series: Report -- no. 97-123; Report (Marketing Science Institute) -- no. 97-123
Publisher: Marketing Science Institute
Published: 1997
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 26
Subjects: Business names; Brand name products; Advertising -- Psychological aspects
Notes: "Working paper."

"November 1997."

Includes bibliographical references (p. 25-26)