How the letters X and Z affect the desirability of a brand name.

• المؤلفون الرئيسيون: Chen, Shiyun., Tan, Ming Hui., Yaw, Jennifer Shieh Yeen.
• مؤلفون آخرون: Lam, Shun Yin
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Product management
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/9208

This study examines the effect of using the letters X and Z as the beginning letter of brand names, with insights for brand managers when determining the most suitiable letter to convey the desired image of the product.