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...
How a “feminine brand name advantage” can boost consumer attitudes and choices
Brands with linguistically feminine names are more likely to convey warmth which, in turn, can improve brand performance, according to a study published in the Journal of Marketing.
