8.1 Brand Name

• Pogacar et al. (2021) found that linguistically feminine brand names increase perceived warmth, in turn, increases attitudes and choice share—both hypothetically and consequentially— improves brand outcomes/ performance. The positive effect of feminine brand name on brand performance is lower when subjects are male and when products are utilitarian.

References

Pogacar, Ruth, Justin Angle, Tina M. Lowrey, L. J. Shrum, and Frank R. Kardes. 2021. “Is Nestlé a Lady? The Feminine Brand Name Advantage.” Journal of Marketing 85 (6): 101–17. https://doi.org/10.1177/0022242921993060.