EXPRESS: Is Nestlé a Lady? The Feminine Brand Name Advantage

2021 ◽  
pp. 002224292199306
Author(s):  
Ruth Pogacar ◽  
Justin Angle ◽  
Tina M. Lowrey ◽  
L. J. Shrum ◽  
Frank R. Kardes
Keyword(s):  
Boundary Conditions ◽  
Brand Names ◽  
Brand Name ◽  
Brand Performance ◽  
The Feminine ◽  
And Performance ◽  
Typical User

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.

scholarly journals BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

2015 ◽  
Author(s):  
Alina Catalina Duduciuc ◽  
Loredana Ivan
Keyword(s):  
Applied Research ◽  
Brand Names ◽  
Sound Symbolism ◽  
Brand Preference ◽  
Brand Name ◽  
Brand Performance ◽  
Front Vowel ◽  
Experimental Purpose ◽  
And Performance

The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes). Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose) containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59) participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.

scholarly journals ADVERTISING BRANDS BY MEANS OF SOUNDS SYMBOLISM: THE INFLUENCE OF VOWELS ON PERCEIVED BRAND CHARACTERISTICS

2015 ◽  
Author(s):  
Alina Catalina Duduciuc
Keyword(s):  
Social Psychology ◽  
Current Practice ◽  
Semantic Differential ◽  
Brand Names ◽  
Sound Symbolism ◽  
Brand Name ◽  
Front Vowel ◽  
Applied Social Psychology ◽  
Back Vowel ◽  
And Performance

The aim of this study is to test the influence of sound symbolism on perceived characteristics of a brand as well as to highlight the importance of applied social psychology to current practice of advertising. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. I assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes). Therefore, I supposed that a brand name for a shampoo (artificially created on experimental purpose) containing back vowel is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, for the accuracy of responses, I used the semantic differential scale to measure the differences between two brands in terms of certain attributes of product. To this end, fifty students (N=50) participated in a research based on questionnaire. As the results of the current research showed, the brand name with back vowel outnumbered the brand name with front vowel on two dimension, i.e. on brand activity and brand efficiency. The brand name containing front vowel was rated better when subjects evaluated the product in generally. Last, but not least, when it comes to convey meanings, the sound of back vowels [a] could be used more when marketers promote products that communicate its characteristics such as efficiency, velocity and health. The back vowel could be also assessed to products with larger packing or special sailing such as extra quantity. Meanwhile, the brand names with front vowels [ie] could be created for more expensive products with good quality, mainly addressed to men.

Knowledge of Brand and Preference

1995 ◽  
Vol 76 (3_suppl) ◽  
pp. 1297-1298 ◽  
Author(s):  
Pamela Bonham ◽  
Dana Greenlee ◽  
Cherly Sue Herbert ◽  
Lidi Hruidi ◽  
Cheryl Kirby ◽  
...  
Keyword(s):  
Consumer Products ◽  
Brand Names ◽  
Brand Name ◽  
Lack Of Knowledge

In a test of whether knowledge of brand influenced 74 subjects' preferences for chocolate candy, knowledge of brand name was associated with preference for the brand. Lack of knowledge of the distinction between brand-name and generic candies was associated with no preference. Gender was not a factor. The results are discussed in terms of the role brand names play in the attractiveness of consumer products.

scholarly journals ANALYSIS OF STUDENT FORMULA CAR FOR OPTIMUM SAFETY AND PERFORMANCE

2020 ◽  
pp. 137-142
Author(s):  
Rabi Pathak
Keyword(s):  
Boundary Conditions ◽  
Weight Reduction ◽  
Structural Performance ◽  
Complete Analysis ◽  
Loading Conditions ◽  
Different Types ◽  
And Performance ◽  
Reliability Performance ◽  
Ansys Workbench

The Formula Student competitions are held everyyear. This paper is the result of the analysis done on the sample car design that can be presented in the Formula Student competition. The purpose of the paper is to provide a final summary on chassis analysis and structural performance. It also talks about all the important analysis that is to be done on a Formula Student car to make it safe and perform well on the track. The design has been made such that it focusses on maximum adjustability, reliability, performance, safety, weight reduction and ease of manufacturing. The analysis was done to make sure the objectives of design are fulfilled. After going through many papers, documents, blogs and videos we found that many people get confused about the loading conditions and boundary conditions for different types of tests so this paper prioritizes to make people understand about those conditions as well as about the major tests required to perform complete analysis of Formula Student cars. The weight of the chassis was calculated as 36 kg approximately according to the data obtained from design modeler of Ansys workbench as well as Solidworks. The design sustained all the loading conditions and passed all the tests. Thus, one of the objective of this paper is to help other universities and passionate students to successfully design and analyze their cars that can pass all necessary tests included in the paper. KEYWORDS—Formula Student; FEA; Boundary Conditions; Loading Conditions; Ansys; Solidworks

Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

My brand identity lies in the brand name: personified suggestive brand names

2020 ◽  
Vol 27 (5) ◽  
pp. 607-621
Author(s):  
Selcan Kara ◽  
Kunter Gunasti ◽  
William T. Ross
Keyword(s):  
Brand Names ◽  
Brand Identity ◽  
Brand Name

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names

2002 ◽  
Vol 19 (5) ◽  
pp. 377-379
Author(s):  
Herbert Jack Rotfeld
Keyword(s):  
Pharmaceutical Industry ◽  
Brand Names ◽  
Pharmaceutical Drugs ◽  
Brand Name ◽  
History Of

Looks at the use of brand names in the pharmaceutical industry in comparison with generic versions. Gives a brief history of brand name development. Concludes that brand names for pharmaceutical drugs should be banned since this is open to abuse in the area of cost enhancement.

Pseudohomophones as brand names

2018 ◽  
Vol 52 (9/10) ◽  
pp. 1909-1930
Author(s):  
Jasmina Ilicic ◽  
Stacey Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Real World ◽  
Design Methodology ◽  
Brand Names ◽  
Brand Name ◽  
Superiority Effect ◽  
Content Type ◽  
The Real ◽  
Brand Meaning ◽  
Practical Implications

Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

The Effects of Brand Name Suggestiveness on Advertising Recall

1998 ◽  
Vol 62 (1) ◽  
pp. 48-57 ◽  
Author(s):  
Kevin Lane Keller ◽  
Susan E. Heckler ◽  
Michael J. Houston
Keyword(s):  
Laboratory Experiment ◽  
Brand Equity ◽  
Brand Names ◽  
Brand Name ◽  
Advertising Strategies

The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. The findings indicate that a brand name explicitly conveying a product benefit (e.g., PicturePerfect televisions) leads to higher recall of an advertised benefit claim consistent in meaning with the brand name compared with a nonsuggestive brand name (e.g., Emporium televisions). Conversely, a suggestive brand name leads to lower recall of a subsequently advertised benefit claim unrelated in product meaning (e.g., superior sound) compared with a nonsuggestive brand name. The authors discuss implications of these findings for marketers with respect to advertising strategies and the optimal use of meaningful brand names in building and managing brand equity.

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