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    • Implicit distancing in Auction: When name letter branding backfires 

      Kachersky, Luke; Sankar, Sen; Kim, Hyeong-Min (Carey Business School, Johns Hopkins University, 2009-10)
      Consumers subconsciously prefer brand names that resemble their own names - an effect called name letter branding. We extend it and propose that a reversal of name letter branding, wherein consumers will subconsciously ...