Browsing 2008 MU theses - Access restricted to MU by Thesis Advisor "Frisby, Cynthia M."
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The effect of brand name congruity and product category on consumers' attitudes toward brand names
(University of Missouri--Columbia, 2008)[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The purpose of this research paper is to examine the attitudes that are associated with brand name congruity and product categories. More specifically, ...