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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

Read More

Featured

Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More

Featured

Preferences for Insight and Effort Differ across Domains and Audiences

Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.