Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Faculty Publications
This study examines how scholarly research on consumer brand relationships has evolved over the last decades by conducting a bibliometric citation meta-analysis. The bibliography was compiled using the ISI Web of Science database. The literature review includes 392 papers by 685 authors in 101 journals. The area of consumer brand relationships research is notably interdisciplinary, with articles mainly published in journals for business and management, but also applied psychology and communication. We show the impact of universities, authors, journals, and key articles and outline possible future research avenues. The study explores seven sub-research streams and visualizes how articles on consumer …
How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott
How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott
Faculty Publications
Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies was assessed. Design/methodology/approach – A 2 × 2 experimental design was used, whereby brand names are categorized by string length (short vs long) and semantic relevance to English (with vs without). Respondents’ perception of the Chinese language in terms of pronounceability, language familiarity and language …