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



Publication type
Conference Paper

Peer reviewed
Yes

Publication status
Published

Year
2016

Conference
44th AMS Annual Conference

Venue
Orlando, USA

Book title
Proceedings of the AMS Annual Conference

Editor
Academy of Marketing Science

Volume
44