Relationship between brand name linguistics and product evaluation.
Khor, Shu Ya.
Date of Issue2006
College of Business (Nanyang Business School)
This study aims to further investigate the effects the letters Z and H have on consumers’ product evaluation based on product attributes such as “Prestige”, “Social Approval” and “Functionality”. It also investigates whether these effects differ among individuals with different personalities, using the scales Change Seeking Index, Desire for Unique Consumer Products and Interpersonal Influence Susceptibility (Peer-Normative).
Final Year Project (FYP)
Nanyang Technological University