What's in a Name? Analyzing the Influence of Brand Names on Entertainment Product Success
Pähler_vor_der_Holte Nora, Knapp Ann-Kristin, Gless Fabian, Riehl Utz, Hennig-Thurau Thorsten
Keywords
Brand Name
Publication type
Research article in proceedings (conference)
Peer reviewed
Yes
Publication status
Published
Year
2017
Conference
44th AMS Annual Conference
Venue
Orlando, USA
Book title
Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Editor
Stieler, M.
Start page
1441
End page
1441
Publisher
Springer
Place
Cham
Language
English
DOI