IDEAS home Printed from https://ideas.repec.org/a/aic/revebs/y2018j21manolicaa.html
   My bibliography  Save this article

Negative Brand Names

Author

Listed:
  • Adriana MANOLICÄ‚

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania)

  • CORINA-ELENA MITITIUC

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania)

  • Teodora ROMAN

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania)

Abstract

We hear more and more often that positive things make our life more beautiful and make us more optimistic. But is it really true? If until a few years ago, the products had usual names, now it is desired for them to have a catchy name that would remain in the memory of the target audience. In this research I have analysed the attitude that young people have towards energy drinks with negative brand names, the impact of these energy drinks on them and also the influence they have on the decisional act of purchase. Among secondary objectives was the establishment of the notoriety of energy drinks that have negative names in the case of young people. Another secondary objective consisted in the comparative analysis of the impact that energy drinks with negative names have on men and women. Also, for the determination of the attitude that young people have towards energy drinks with negative names, it was necessary to get one at the time the feelings, the conviction offered by these energizers and also the intent of buying them among young people.

Suggested Citation

  • Adriana MANOLICÄ‚ & CORINA-ELENA MITITIUC & Teodora ROMAN, 2018. "Negative Brand Names," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 21, pages 31-44, June.
    • Handle: RePEc:aic:revebs:y:2018:j:21:manolicaa
    as

    Download full text from publisher

    File URL: http://rebs.feaa.uaic.ro/articles/pdfs/255.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Brand names; Negative connotation; notoriety; attitude;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aic:revebs:y:2018:j:21:manolicaa. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sireteanu Napoleon-Alexandru (email available below). General contact details of provider: https://edirc.repec.org/data/feaicro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.