# So fun! How fun brand names affect forgiveness of hedonic and utilitarian products

> Research article (Journal of Business Research, 2021) · cited 26× · AI/ML

**Wikidata**: [openalex:W3203879458](https://www.wikidata.org/wiki/openalex:W3203879458)  
**Source**: https://4ort.xyz/entity/so-fun-how-fun-brand-names-affect-forgiveness-of-hedonic-and-utilitarian-products