• Counterfeit brand logos: On the importance of first and last letters of a brand name 

      Pathak, Abhishek; Velasco, Carlos; Calvert, Gemma (Journal article; Peer reviewed, 2019)
      Purpose Counterfeiting is a menace in the emerging markets and many successful brands are falling prey to it. Counterfeit brands not only deceive consumers but also fuel a demand for lower priced replicas, both of which ...
    • Going to great lengths in the pursuit of luxury: How longer brand names can enhance the luxury perception of a brand 

      Pathak, Abhishek; Velasco, Carlos; Petit, Olivia; Calvert, Gemma (Journal article; Peer reviewed, 2019)
      Brand names are a crucial part of the brand equity and marketing strategy of any company. Research suggests that companies spend considerable time and money to create suitable names for their brands and products. This paper ...
    • Implicit and Explicit Identification of Counterfeit Brand Logos based on Logotype Transposition 

      Pathak, Abhishek; Velasco, Carlos; Calvert, Gemma (Journal article; Peer reviewed, 2019)
      Purpose With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original ...
    • Searching for the sound of premium beer 

      Almiron, Paula; Barbosa Escobar, Francisco; Pathak, Abhishek; Spence, Charles; Velasco, Carlos (Journal article; Peer reviewed, 2020)
      One common definition of premiumness is as a higher quality and more expensive variant of a product than other members of the category or reference class. Premiumness can effectively be conveyed by means of different sensory ...
    • The sound of branding: An analysis of the initial phonemes of popular brand names 

      Pathak, Abhishek; Velasco, Carlos; Spence, Charles (Journal article; Peer reviewed, 2019)
      In the marketing literature, the ‘K effect’ refers to the claim that the letter K is overrepresented as the initial letter of brand names. To date, however, most findings have only considered the frequency of the written ...
    • The relation between symmetry in food packaging and approach and avoidance words 

      Velasco, Carlos; Pathak, Abhishek; Woods, Andy T.; Corredor, Andres; Elliot, Andrew J. (Journal article; Peer reviewed, 2019)
      Research on aesthetic science has demonstrated that people generally prefer symmetrical over asymmetrical compositions. However, it remains unclear whether and how such compositions relate to the concepts of approach and ...