Invented Vs. Inherited Brand Names: What’S the Difference?

This research examines linguistic attributes of invented brand names versus brands named after people or places. Analysis reveals distinct linguistic attributes of invented brands. The authors propose that certain attributes are selected for (or against) by name inventors and managers based on sound symbolism – the link between sound and meaning.


Ruth Pogacar, Emily Plant, and Laura Felton Rosulek (2013) ,"Invented Vs. Inherited Brand Names: What’S the Difference?", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 192-193.


Ruth Pogacar, University of Cincinnati, USA
Emily Plant, University of Montana, USA
Laura Felton Rosulek, University of Montana, USA


E - European Advances in Consumer Research Volume 10 | 2013

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