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

by YEQING BAO, ALAN T. SHAO, DREW RIVERS
Journal of Advertising Research ()

Abstract

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. The context theory of memory retrieval and the simplicity principle provided the foundation for our research hypotheses. In both cases, study results supported the main effects of relevance, connotation, and pronunciation of brand names on consumers' brand preference. In addition, results showed that the contribution of connotation will be attenuated if the brand name is difficult to pronounce. ABSTRACT FROM AUTHOR Copyright of Journal of Advertising Research is the property of Warc LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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