How Possessiveness Cues in Brand Names Impact Brand Evaluations

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker.



Citation:

Mansur Khamitov and Marina Puzakova (2018) ,"How Possessiveness Cues in Brand Names Impact Brand Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 34-35.

Authors

Mansur Khamitov, Nanyang Technological University, Singapore
Marina Puzakova, Lehigh University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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