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

Cite as

Pähler_vor_der_Holte, N., Knapp, A.-K., Gless, F., Riehl, U., & Hennig-Thurau, T. (2017). What's in a Name? Analyzing the Influence of Brand Names on Entertainment Product Success. In Stieler, M. (Ed.), Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 1441–1441). Cham: Springer.

Details

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
https://doi.org/10.1007/978-3-319-45596-9_265