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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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