A postmodern literary method of textual analysis is presented as a systematic approach to
understanding the meaning of an advertising text. The method has three steps: identification …

Alpha-numeric brand names include referent and nonsense mixtures of letters and numbers.
Several significant features of alpha-numeric brand names are identified, such as the …

Brand names contribute to product success. Studies on brand naming have been mainly
conducted in western countries with western European languages and few researchers …

International product sales are increasingly important for most companies. As a result, cross-
border brand naming is becoming a significant marketing issue. This article describes …

1001 trucos publicitarios es un practico manual para crear anuncios que vendan, y se ha
convertido ya en la biblia del mundo profesional de la publicidad y el marketing en los …

Purpose–The purpose of this paper is to design a model for selecting brand names on the
basis of the perceptions of enterprises. Design/methodology/approach–First, the proposed …

Las marcas son un elemento fundamental en la sociedad de consumo, añaden valor a los
productos a través del conjunto de significados que las personas asocian a éstas, lo que …

The linguistic aspect is the essence of branding and of particular importance for the success
of a product. This article adopts a linguistic approach in an attempt to investigate Chinese …

This paper proposes feminist literary theory as a source of additional insights into two
interrelated areas relevant to advertising research: the text and the consumer. Specifically, a …

Product naming is regarded as one of the most important communication decisions for firms
to deliver information on their new products, particularly in the case of products with …