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Policy regarding use of brand names. Practices used by firms in the food sector and consumer reaction to use of a brand name


, : Policy regarding use of brand names. Practices used by firms in the food sector and consumer reaction to use of a brand name. Revista de Estudios Agro Sociales (146): 113-135

Giving brand names to products is an increasingly frequent practice. This study analyses company brand name policy in the Spanish food sector in regard to the number of brand names used and the adoption or not of a name derived from the company name. It than investigates whether name appeal is linked to familiarity of the brand name and its length. Two findings are highlighted. First, both brand formulants and length have a significant influence on the assessment of brand appeal.

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