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

Yeqing Bao, Alan T. Shao, and Drew Rivers

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...

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