Name Letter Branding: Valence Transfers When Product Specific Needs Are Active
AbstractRespondents 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..
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 32 (2005)
Issue (Month): 3 (December)
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Web page: http://www.journals.uchicago.edu/JCR/
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- Reed, Americus & Forehand, Mark & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/357429, Katholieke Universiteit Leuven.
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