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Name Letter Branding: Valence Transfers When Product Specific Needs Are Active

Author

Listed:
  • C. Miguel Brendl
  • Amitava Chattopadhyay
  • Brett W. Pelham
  • Mauricio Carvallo

Abstract

Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call "name letter branding." We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product-specific attributes (e.g., taste of a beverage). Accordingly, when respondents form a brand preference (e.g., of beverages), activating a product-specific need (e.g., need to drink) boosts the influence of this (transferred) valence. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • C. Miguel Brendl & Amitava Chattopadhyay & Brett W. Pelham & Mauricio Carvallo, 2005. "Name Letter Branding: Valence Transfers When Product Specific Needs Are Active," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 405-415, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:405-415
    DOI: 10.1086/497552
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    Citations

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    Cited by:

    1. Tina M. Lowrey & Ann Kronrod, 2012. "Phonetic Similarity in Brand Name Innovation," Working Papers 0019, College of Business, University of Texas at San Antonio.
    2. George Doorn & Bryan Paton & Charles Spence, 2016. "Is J the new K? Initial letters and brand names," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 666-678, November.
    3. Fennis, Bob M. & Wiebenga, Jacob H., 2017. "Me, myself, and Ikea: Qualifying generic self-referencing effects in brand judgment," Journal of Business Research, Elsevier, vol. 72(C), pages 69-79.
    4. repec:cup:judgdm:v:3:y:2008:i::p:404-410 is not listed on IDEAS
    5. Jesse Chandler & Tiffany M. Griffin & Nicholas Sorensen, 2008. "In the "I" of the storm: Shared initials increase disaster donations," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 3, pages 404-410, June.
    6. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
    7. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    8. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 370-379.
    9. Knewtson, Heather S. & Sias, Richard W., 2010. "Why Susie owns Starbucks: The name letter effect in security selection," Journal of Business Research, Elsevier, vol. 63(12), pages 1324-1327, December.
    10. Kurt P. Munz & Minah H. Jung & Adam L. Alter, 2020. "Name Similarity Encourages Generosity: A Field Experiment in Email Personalization," Marketing Science, INFORMS, vol. 39(6), pages 1071-1091, November.
    11. Kwon, Hyorkjin & Ha, Sejin & Im, Hyunjoo, 2016. "The impact of perceived similarity to other customers on shopping mall satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 304-309.
    12. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    13. repec:dau:papers:123456789/2733 is not listed on IDEAS
    14. Fu, Senhui & Yan, Qing & Feng, Guangchao Charles, 2018. "Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context," International Journal of Information Management, Elsevier, vol. 40(C), pages 88-102.
    15. Alina Duduciuc & Loredana Ivan, 2014. "Brand Naming: Sound Symbolism, Brand Preference And Brand Performance," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 20.
    16. Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189.
    17. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

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