How the linguistic characteristics of a brand name can affect its luxury appeal
Abhishek Pathak and Gemma A. Calvert
Institute on Asian Consumer Insight, Nanyang Technological University, Singapore
Elison Lim
Nanyang Technological University, Singapore
Introduction
Globalisation has witnessed a massive surge in consumerism and, with it, the rise of global super brands. Brands that act as shortcuts to consumers by reassuring them of specific qualities and deliverables are now bigger and more abundant than ever. But in this cluttered, brand-saturated environment, how can manufacturers of new products position and launch their brands in such...