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

The Role of Expectations About Changes in Wealth in Discounting Decisions

Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA

Read More

Featured

Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More

Featured

Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle

Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands

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.