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

Shelly Rathee2021

Article2021

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

Shelly Rathee · Tamara M. Masters · Grace Fang Yu-Buck

26 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

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References

2010Construal-level theory of psychological distance.1982The need for cognition.2002Psychological Aspects of Natural Language Use: Our Words, Our Selves 2000Consumer Choice between Hedonic and Utilitarian Goods 2005Self‐Construal, Reference Groups, and Brand Meaning 1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 1998Brand Equity as a Signaling Phenomenon 1955The principle of congruity in the prediction of attitude change.

Cited by

2023Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise 2024Handwritten or machine-written? How typeface affects consumer forgiveness for brand failures 2023In it together: brands benefit after a transgression when perceived as co-owners of the brand community 2025The Art of Misspelling: Unraveling the Diverging Effects of Misspelled Brand Names on Consumer Responses 2024Ambiguity Preference in Waiting Time: Investigating the Desirability Effect and the Interplay of Temporal Description, Outcome Category, and Evaluation Mode

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Details

Year2021

Typearticle

Published2021-09-27

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations26

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2021.09.041

openalex_workW3203879458

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