Brand names with feminine traits convey a greater sense of “warmth” to consumers, which can positively influence their attitudes and choices, according to a new study.
The analysis into the “feminine brand name advantage” – entitled “Is Nestlé a Lady? The Feminine Brand Name Advantage” and published in the Journal of Marketing – was based on analysis of brand names and consumer panel feedback, and conducted by Ruth Pogacar (University of Calgary), Justin Angle (University of Montana) and Tina M. Lowrey (HEC Paris).
Their research examined the extent to which a brand name’s linguistic characteristics are...