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Brand linguistics: A theory-driven framework for the study of language in branding

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1 Published in 2017 at "International Journal of Research in Marketing"

DOI: 10.1016/j.ijresmar.2017.01.003

Abstract: A conceptual framework examines how language influences the way consumers interact with brands. Building on a review of two decades of research in the field, this framework draws on Schmitt's model of the Consumer Psychology… read more here.

Keywords: brand linguistics; framework; study language; brand ... See more keywords