My Brand and I: the Influence of Personal Pronouns on Brand Name Preference

Nicole Palermo, Fordham University & Harvard Business Review, USA
Luke Kachersky, Fordham University, USA
In recent years, brand names that include the personal pronouns “I” and “my” have established a unique prevalence in consumer culture. The present research examines if, how, and under which circumstances the usage of “I” and “my” in brand names influences brand perceptions.
[ to cite ]:
Nicole Palermo and Luke Kachersky (2012) ,"My Brand and I: the Influence of Personal Pronouns on Brand Name Preference", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1133-1133.