Nestle and Tastle: the Effect of Phonetic Similarity in Brand Name Innovation

Ann Kronrod, Massachusetts Institute of Technology, USA
Tina M. Lowrey, University of Texas at San Antonio, USA
Mark Nespoli, University of Texas at San Antonio, USA
In brand innovation, how similar should a new brand be to a familiar one? We demonstrate that this is a matter of attitudes towards the familiar name. For liked brands, innovation degree created an inverted U-shape pattern of liking, while in disliked brands, the effect was reversed.
[ to cite ]:
Ann Kronrod, Tina M. Lowrey, and Mark Nespoli (2011) ,"Nestle and Tastle: the Effect of Phonetic Similarity in Brand Name Innovation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 768-769.