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

Research article in proceedings (conference)

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

Language

English