STRATEGIES OF ERGONYM FORMATION: TYPOLOGY, SEMANTICS, AND MARKET IDENTITY
The researchers claim that the naming of brands is a common area of both language and commerce, with the naming choice being a direct factor in
the determination of the brand's position, its differentiation, and consumer's interest in it. By integrating theoretical views and recent empirical
evidence, this research not only points out the significance of the creation of strategic names in the market of today but also gives a framework for
evaluating and designing effective commercial names.
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