Journal of Marketing: Beemer - Why Using a Brand Nickname in Marketing is Not a Good Idea
October 09, 2024
October 09, 2024
CHICAGO, Illinois, Oct. 9 (TNSres) -- The Journal of Marketing, a part of the American Marketing Association, issued the following news release:
Researchers from Western University, Stockton University, and University of Massachusetts Amherst published a new Journal of Marketing article that examines if firms benefit from adopting popular nicknames in their branding efforts.
The study, forthcoming in the Journal of Marketing, is titled "BMW is Powerful, Beemer is . . .
Researchers from Western University, Stockton University, and University of Massachusetts Amherst published a new Journal of Marketing article that examines if firms benefit from adopting popular nicknames in their branding efforts.
The study, forthcoming in the Journal of Marketing, is titled "BMW is Powerful, Beemer is . . .