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

The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

Read More

Featured

Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials

Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University

Read More

Featured

Data-Driven Computational Brand Perception

Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, 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.