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dc.contributor.advisorFrisby, Cynthia M.eng
dc.contributor.authorHoang, Dung Tuaneng
dc.date.issued2008eng
dc.date.submitted2008 Summereng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on August 19, 2009)eng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2008.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The purpose of this research paper is to examine the attitudes that are associated with brand name congruity and product categories. More specifically, attitudes will be evaluated according to brand names that are congruent, moderately incongruent, and extremely incongruent from both functional and symbolic product categories. A list of 50 fictitious brand names of perfume (symbolic product) and detergent (functional product) with alternative levels of congruity was created for the purpose of this study. 38 participants completed a questionnaire to rate how much the names reminded them of a product category and how much they like them as members of that category. Results showed that for detergent, name congruity and liking are positively correlated. The more congruent the names the more they are liked. For perfume, the relationship is more complicated. Congruity is not a guarantee for liking, even moderate. Names, to be liked for perfume, have not only to be congruent with perfume but also incongruent with detergent. Implications of the findings on future naming strategy as well as future research directions are discussed.eng
dc.identifier.merlinb70702950eng
dc.identifier.oclc431443574eng
dc.identifier.urihttps://hdl.handle.net/10355/6683
dc.identifier.urihttps://doi.org/10.32469/10355/6683eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartof2008 MU restricted theses (MU)eng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2008 Theseseng
dc.rightsAccess is limited to the campus of the University of Missouri--Columbia.eng
dc.subject.lcshAdvertising -- Brand name productseng
dc.subject.lcshConsumers -- Attitudeseng
dc.titleThe effect of brand name congruity and product category on consumers' attitudes toward brand nameseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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