When Brands Get Disemvoweled: Challenging the Conventional Wisdom Behind Unconventional Brand Names
Although marketers may believe unconventional spellings for brands attract consumers, our research indicates that consumers view this strategy as insincere, leading to reductions in purchase interest compared to conventionally spelled brand names. This effect is attenuated when consumers believe the unconventional spelling is driven by sincere (vs. persuasion) motives.
Citation:
John Costello, Jesse Walker, and Rebecca Reczek (2021) ,"When Brands Get Disemvoweled: Challenging the Conventional Wisdom Behind Unconventional Brand Names", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 364-365.
Authors
John Costello, University of Notre Dame
Jesse Walker, Ohio State University Fisher College of Business
Rebecca Reczek, Ohio State University Fisher College of Business
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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