Variable Details:

Source:

Zhang, Shi, and Bernd H. Schmitt (2004), "Activating Sound and Meaning: The Role of Language Proficiency in Bilingual Consumer Environments", Journal of Consumer Research, 31, 220-228.
[Endnote]


Variable



Definition:

  • Related/similar or unrelated/dissimilar to the brand name.


Item(s):



Citations: