Names Are the Mirrors of the Soul: the Role of Possessive Brand Names in 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.
Marina Puzakova and Mansur Khamitov (2018) ,"Names Are the Mirrors of the Soul: the Role of Possessive Brand Names in Brand Evaluations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 754-755.
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
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