Consonants in brand names influence brand gender perceptions

Author: GuevremontAmelieJohn Molson School of Business   Concordia University   Montreal   Canada   GrohmannBiancaJohn Molson School of Business   Concordia University   Montreal   Canada  

Publisher: Emerald Group Publishing Ltd

E-ISSN: 1758-7123|49|1-2|101-122

ISSN: 0309-0566

Source: European Journal of Marketing, Vol.49, Iss.1-2, 2015-02, pp. : 101-122

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