G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? the Role of Self-Construal
We find that when a brand name is difficult-to-pronounce, consumers with independent (vs. interdependent) self-construal respond more favorably. However, when a brand name is easy-to-pronounce, consumers with interdependent (vs. independent) self-construal respond more favorably. Further, we show that differences in desire for uniqueness is the underlying mechanism.
Citation:
Gunben Ceren Aksu, Yeni Zhou, and Alokparna (Sonia) Monga (2018) ,"G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? the Role of Self-Construal", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 897-897.
Authors
Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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