Consumers' attitudes toward names were studied and evidence was found that attitude toward a brand name exists independently of attitude toward a product or brand. A method for measuring attitudes toward names is demonstrated. In a multiple regression setting, four predictor variables-number of purchases, product interest, cognitive differentiation, and product experience-were found to explain up to 34% of the variance associated with brand name attitudes. © 1987.
CITATION STYLE
Zinkhan, G. M., & Martin, C. R. (1987). New brand names and inferential beliefs: Some insights on naming new products. Journal of Business Research, 15(2), 157–172. https://doi.org/10.1016/0148-2963(84)90046-8
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