Working Papers

The Branding of Next-generation Products

Marco Bertini, John T. Gourville, and Elie Ofek

Jan 1, 2007

Examines the effect of a firm’s naming strategy (i.e., a continuation of, or a deviation from, an established naming convention) on consumer perceptions of next-generation products.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.