Jordá Albiñana, María Begoña; Ampuero Canellas, Olga; González del Rio Cogorno, Jimena; Magal Royo, Teresa(Editorial Universitat Politècnica de València, 2010)
[EN] Brand name is a value within marketing strategy in every company. However, these words that
are part of the vocabulary we use daily are not being enough considered from a linguistic point of view. This
research ...
[EN] The brand name is the origin of any commercial strategy. As a verbal element, its effectiveness can be evaluated through linguistics. Taking a sample of 158 organizations accredited by the Fundación Lealtad, a content ...
González del Rio Cogorno, Jimena; Ampuero Canellas, Olga; Jordá Albiñana, María Begoña; Magal Royo, Teresa(Editorial Universitat Politècnica de València, 2011)
[EN] In the process of creating a brand name, both linguistic and marketing are involved. This paper aims to describe the relationship between linguistic factors of brand name and corporate or business factors. To achieve ...