Article2008

Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation

57 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

ABSTRACT Field research and a laboratory study were conducted to empirically examine the effects of brand relevance, connotation, and pronunciation on consumers9 preferences for new brand names. The context theory of memory retrieval and the simplicity principle provided the foundation for our research hypotheses. In both cases, study results supported the main effects of relevance, connotation, and pronunciation of brand names on consumers9 brand preference. In addition, results showed that the contribution of connotation will be attenuated if the brand name is difficult to pronounce.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 57 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000An Examination of Selected Marketing Mix Elements and Brand Equity 1995Brand Equity, Brand Preference, and Purchase Intent 1990Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product 1998Guidelines for Selecting or Modifying Logos 2002Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale 2000Creating Brand Names With Meaning: The Use of Sound Symbolism 1994A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility

Cited by

2011Cognitive Tools For Successful Branding 2014An explorative study of shopper-based salient e-servicescape attributes: A Means-End Chain approach 2019The valuation of patent-trademark pairing as IP strategy: evidence from the USPTO 2018The Influence of Hero and Villain Labels on the Perception of Vice and Virtue Products 2022Role of Extrinsic Cues in the Formation of Quality Perceptions

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.