2-W: the Unofficial Name: Effects of Brand and Product Nicknames on Brand Perception

We explore the effects of brand nickname (vs. formal name) use on brand perception. We show nicknames anthropomorphize the brand and transform the consumer-brand relationship from transactional to relational. This influences consumers’ self-brand connection and brand attachment, which leads to enhanced willingness to purchase additional products from the brand.


Zhe Zhang and Vanessa Patrick (2017) ,"2-W: the Unofficial Name: Effects of Brand and Product Nicknames on Brand Perception", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1070-1070.


Zhe Zhang, University of Houston, USA
Vanessa Patrick, University of Houston, USA


NA - Advances in Consumer Research Volume 45 | 2017

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