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



Share Proceeding

Featured papers

See More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Featured

The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

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.