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Other Sciences
Why using brand nicknames in marketing is a bad idea
Credit: CC0 Public Domain Researchers from Western University, Stockton University, and the University of Massachusetts Amherst have published a new study examining whether companies can benefit from adopting popular nicknames in their branding efforts. The study, published in the Journal of Marketing, is titled “BMW is strong, Beemer is not: Nickname branding hurts brand performance” and was written by Zhe…
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