›› 2012, Vol. 44 ›› Issue (5): 698-710.
The Effect of Brand Name Suggestiveness on Consumer Decision Making:The Moderating Roles of Consumer Need for Cognition and Expertise
SUN Jin; ZHANG Hong-Xia
(1 Business School, University of International Business and Economics, Beijing 100029, China)
(2 Guanghua School of Management, Peking University, Beijing 100871, China)