What Shall I Call Thee? the Impact of Brand Personality on Consumer Response to Formal and Informal Address

Anne-Sophie I. Lenoir, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Stijn M.J. van Osselaer, Cornell University, USA
In almost all languages, marketing communication can feature formal or informal address pronouns (e.g., tu or vous in French). Brand personality affects consumer response to formal and informal address. Informal address elicits more positive reactions when used by warmer brands, whereas formal address works better for more competent brands.
[ to cite ]:
Anne-Sophie I. Lenoir, Stefano Puntoni, and Stijn M.J. van Osselaer (2014) ,"What Shall I Call Thee? the Impact of Brand Personality on Consumer Response to Formal and Informal Address", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 136-140.