RT Journal Article
SR Electronic
T1 Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 148
OP 162
DO 10.2501/S002184990808015X
VO 48
IS 1
A1 Yeqing Bao
A1 Alan T. Shao
A1 Drew Rivers
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/1/148.abstract
AB Field research and a laboratory study were conducted to empirically examine the effects of brand relevance, connotation, and pronunciation on consumers' preferences for new brand names. The context theory of memory retrieval and the simplicity principle provided the foundation for our research hypotheses. In both cases, study results supported the main effects of relevance, connotation, and pronunciation of brand names on consumers' brand preference. In addition, results showed that the contribution of connotation will be attenuated if the brand name is difficult to pronounce.