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

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.


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.


Nicole Palermo, Fordham University & Harvard Business Review, USA
Luke Kachersky, Fordham University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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