Deception in Brand Names
Journal of Public Policy & MarketingPublished 1 January 1987
Bonnie B. Reece, Robert H. Ducoffe
Citations17
SJR quartileQ1
SJR score2.52
SNIP1.44
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Abstract
A study of the meanings of some key words used in brand names reveals widespread misunderstanding among consumers. This misunderstanding is manifested in terms of both ambiguity and inaccuracy. Consumer education rather than regulation is recommended.
Keywords
Computer ScienceArts and HumanitiesSocial Sciences
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