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Abstract

A car's name is usually less important to buyers than the brand, research by the University of Tasmania has found. A lecturer at the university's school of management, Kim Lehman, said car makers directed considerable marketing effort toward developing names like Nissan's Pulsar replacement, the Tiida, or Mitsubishi's 380.

Item Type:	Other
Authors/Creators:	Lehman, KF
Publisher:	Davies Brothers Pty Ltd; The Mercury
Additional Information:	© 2007 Davies Brothers Pty Ltd.
Item Statistics:	View statistics for this item

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