Why is giving a name to a product considered better by the consumer?
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Why is giving a name to a product considered better by the consumer?
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It also helps the consumer to name and put a word on products (Collange, Chandon, Roux, 2004). Giving a name to a product insures then a twofold function: the finding (recognition of the product) and the guarantee (that it is really the product being searched for) (Kapferer, 1996).
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