Gender differences in new brand name response

Volume: 20, Issue: 3, Pages: 313 - 326
Published: Sep 1, 2009
Abstract
Conventional guidelines for naming new products overlook possible individual-level differences that may affect response to new brand names. This research draws on sound symbolism theory to investigate whether gender affects response to new brand names. Specifically, two studies are conducted to examine whether females respond more favorably than males to brand names with front vowels and whether males respond more favorably than females to brand...
Paper Details
Title
Gender differences in new brand name response
Published Date
Sep 1, 2009
Volume
20
Issue
3
Pages
313 - 326
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.