That Which We Call a Rose By Any Other Name...Would It Smell As Sweet? How Slight Spelling Variations of Brand Names Alter Consumers' Sensory Perceptions

Ann E. McNeel, Baruch College, City University of New York (CUNY), USA
Stephen J. Gould, Baruch College, City University of New York (CUNY), USA
Introducing the importance of brand name spelling to sensory marketing, this research has found that a unique spelling of a brand name leads consumers to report differences in familiarity with the brand name, affects the sensory evaluation of the product, and has a downstream effect on willingness to pay.
[ to cite ]:
Ann E. McNeel and Stephen J. Gould (2014) ,"That Which We Call a Rose By Any Other Name...Would It Smell As Sweet? How Slight Spelling Variations of Brand Names Alter Consumers' Sensory Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 800-800.