doi.org/10.1016/j.jretai.2021.03.002

Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness

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..., Qiuzhen Wang

Journal of Retailing10.20

Volume: 98, Issue: 2, Pages: 335 - 355

Published: Mar 31, 2021

Paper Fields

Paper Details

Title

Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness

DOI

doi.org/10.1016/j.jretai.2021.03.002

Published Date

Mar 31, 2021

Journal

Journal of Retailing

Volume

98

Issue

2

Pages

335 - 355

Notes

History