Brand Suicide? Memory and Liking of Negative Brand Names

• Duncan Guest ,

  * E-mail: duncan.guest@ntu.ac.uk

  Affiliation Psychology Division, Nottingham Trent University, Nottingham, United Kingdom

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• Zachary Estes,

  Affiliation Department of Marketing, Bocconi University, Milan, Italy

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• Michael Gibbert,

  Affiliation Institute of Marketing and Communication, University of Lugano, Lugano, Switzerland

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• David Mazursky

  Affiliations The Jerusalem School of Business Administration, The Hebrew University Of Jerusalem, Jerusalem, Israel, The Centre for Academic Studies, Or Yehuda, Israel

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