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"BRAND NAMES"
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Brand sense : sensory secrets behind the stuff we buy
That gratifying new car smell is actually a manufactured 'new car' aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. This book shows how all of this, among other things, can be done.
Book
Is Nestlé a Lady? The Feminine Brand Name Advantage
A brand name's linguistic characteristics convey brand qualities independent of the name's denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies, using both observational analyses of real brands and experimental manipulations of invented brands, the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share—both hypothetically and consequentially—and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.
Journal Article
Possessive brand names in brand preferences and choice: the role of inferred control
Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs. Smith) affects consumer brand preferences and choice for less familiar brands. Building on the theory of possessions, this work demonstrates that consumers infer a brand as being under control of an owner implied in a possessive brand name. Eight studies using real-world data and field and lab experiments show that this inference results in enhanced brand purchase intentions and money spent on a brand’s product. This research also establishes that the focal effect occurs for consumers less familiar with the brand and for those with high desire to relinquish control. The core effect reverses in co-creation contexts because this process enhances consumers’ own desire for control and thus conflicts with the inferred sense of an owner’s control over the brand. Additionally, the current work shows that the positive effect of brand-name possessiveness applies only when no brand longevity information is mentioned; the effect is attenuated when brand longevity is communicated, because older brands are generally seen as largely in control of their performance. Beyond informing theory on the effects of a possessive form in brand names, the findings aid marketers in identifying specific marketplace outcomes for possessive-form brand-naming strategies.
Journal Article
Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research
Purpose
– This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants.
Design/methodology/approach
– The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme.
Findings
– The authors identify gaps in the brand equity literature. The analysis and development of the conceptual study in this paper shall serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools.
Originality/value
– The authors synthesized contemporary approaches in the field, identified research gaps and proposed open questions that should be tackled, as well as provided avenues for future research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.
Journal Article
The Dynamic Impact of Product-Harm Crises on Brand Preference and Advertising Effectiveness: An Empirical Analysis of the Automobile Industry
Product-harm crises (recalls) carry negative product information that adversely affects brand preference and advertising effectiveness. This negative impact of product-harm crises may differ across recall events depending on media coverage of the event, crisis severity, and consumers’ prior beliefs about product quality. We develop a state space model to capture the dynamics in brand preference, advertising effectiveness, and consumer response to product recalls; integrate it with a random coefficient demand model; and estimate it using a unique data set containing 35 automobile brands, 193 auto sub-brands, and 359 recalls during 1997–2002. Our results reveal that consumers respond more negatively to product recalls with greater media attention, more severe consequences, and higher perceived product quality. Furthermore, they show that sub-brand advertising effectiveness declines by a greater amount than parent-brand advertising and the decline in effectiveness of the recalled sub-brand’s advertising spills over to other sub-brands under the same parent brand.
This paper was accepted by Pradeep Chintagunta, marketing.
Journal Article
Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry
The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built digital brand name by incorporating websites and social media big data? The authors of this research utilize web analytics and big data to build an innovative methodology in an effort to address this issue. After the data collection, statistical analysis was implemented, followed by a fuzzy cognitive map and an agent-based simulation model in order to illustrate the usage of social media and user experience in multichannel marketing. The findings suggest that, in contrast to the websites of other industries, such as logistics, where customers want to finish their inquiries as quickly as possible and leave the webpage, it is advantageous for tourism websites to keep customers’ attention moreon their website in order to increasevisibility. Additionally, the research further highlights the importance of personalization and user-engagement content to e-WOM, suggesting to tourism businesses to encourage posts made by customers and employees.
Journal Article
Staying true to your word: how brand name pronounceability shapes brand credibility in marketing communication
Building trust is always seen as a firm’s long-term goal. Yet, little is known about creating a credible brand by taking brand name pronounceability design as the starting point. Diverse strategies of brand name pronounceability design widely exist in marketing practice; some are fairly easy to pronounce, while others are strange and mouthful (e.g., “Deloitte” versus “Ernst & Young”). Three main studies were conducted to explore the effect. Drawing on the perceptual fluency/misattribution (PF/M) model, the current research suggests that brand name pronounceability boosts misattribution to ad truthiness, leading to better evaluations of brand credibility. However, this influence does not extend to contexts when the brand name is subtly presented. This research (1) provides deep insight into the dimensions of brand name pronounceability, (2) refines the application perspectives of the PF/M model, and (3) critically supplements the research stream of brand name pronounceability aftereffects. Also, our findings provide practical guidance for marketers and brand managers.
Journal Article
Consumer responses to rebranding to address racism
In 2020, following the death of George Floyd and the renewed national focus on racism, many food brands with racist names and packages announced they would rebrand. Brands differed in their extent of rebranding (some only removed an image, whereas others also changed a brand name) and differed in the reasons they gave for the rebranding in PR statements and news interviews. At this point, little is known about how consumers responded to these branding changes. To address this, we conducted an online experiment using the case of Aunt Jemima pancake mix to evaluate how changes in the extent of rebranding and the reason for rebranding impact consumers’ likelihood of purchase, expected taste, brand liking, and brand trust. We find that removing the image of Aunt Jemima brought moderate reductions to likelihood of purchase and expected taste and no changes to brand liking or brand trust. When the brand name was also changed to Pearl Milling Company we find larger reductions to likelihood of purchase and expected taste and reductions to brand liking and brand trust. Additionally, we find that informing consumers the change was done to address racism partially mitigated losses in likelihood of purchase following renaming the brand but provided no protection when only the image was removed. The information also had no impact on expected taste, brand liking, or brand trust following either image removal or brand name change. Last, we find evidence of heterogeneity in consumer responses across political ideologies, with liberals reacting more positively to the rebranding and conservatives reacting more negatively.
Journal Article
Explaining why increases in generic use outpace decreases in brand name medicine use in multisource markets and the role of regulation
Healthcare systems worldwide face escalating pharmaceutical expenditures despite interventions targeting pricing and generic substitution. Existing studies often overlook unwarranted volume increases in multisource markets due to differential physician perceptions of brand name and generics.
This study aims to explain the outpacing of generic medicine use over brand name use in multisource markets and assess the regulatory role, specifically examining the impact of reference pricing on volume and intensity increases.
Analyzing German multisource prescription medicine markets from 2011 to 2014, we evaluate regulatory mechanisms and explore whether brand name and generic medicines constitute separate market segments. Using an Oaxaca-Blinder decomposition approach, we divide the differential in brand name versus generic medicine use rates into market structure and unobserved segment effects.
Generic use rates surpass same-market brand name substitution by 3.87 prescriptions per physician and medicine, on average. Reference pricing mitigated volume increase, treatment intensity and expenditure. Disparities in quantity and expenditure dynamics between brand name and generic segments are partially explained by market structure and segment effects.
Generic medicine use effectively reduces expenditures but contributes to increased net prescription rates. Reference pricing may control medicine use, but divergent physician perceptions of brand name and generics, revealed by identified segment effects, call for nuanced policy interventions.
Journal Article
My brand identity lies in the brand name: personified suggestive brand names
This research introduces personified suggestive brand names, the degree to which a brand name (1) defines a potential user of the brand or (2) portrays personal characteristics that are used by the consumer to anthropomorphize the brand. Results of four experiments show that consumers are more likely to form brand relationships and more favorable brand evaluations toward more (e.g., Smart), compared to less (e.g., Technical), personified suggestive brand names, because (1) they form a self-brand name connection with these brand names to present themselves to others and (2) they humanize the brand via these brand names. Additionally, personified suggestive brand names lead to self-brand name connections that result in brand anthropomorphism, which leads to favorable branding outcomes, particularly among Relational Interdependent Self-construal consumers, who are more likely to incorporate their relationships on their self-definitions.
Journal Article