Swear By My Family: Explore Consumer Attitudes Toward Brands Named After People

Consumers are more interested to purchase from brands which are named after people’s last names than from brands containing people’s first names. This effect is found to be mediated by brand trust and moderated by consumers’ domain-specific knowledge.



Citation:

Fei (Katie) Xu and Yuwei Jiang (2020) ,"Swear By My Family: Explore Consumer Attitudes Toward Brands Named After People", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1240-1240.

Authors

Fei (Katie) Xu, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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