Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation

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.

Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation

Yeqing BaoUniversity of Alabama in HuntsvilleAlan T. ShaoUniversity of North Carolina at CharlotteDrew RiversNorth Carolina State University

When a company decides on a brand name for a new product or service, it establishes the foundation of the brand's image (Kohli and LaBahn, 1997). The selection of the proper brand name is one of the most vital marketing decisions an organization will make because it is typically the centerpiece of introductory marketing programs (Keller, 1993; Lee and Ang, 2003). While...

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