Is Nestlé a Lady? The Feminine Brand Name Advantage

Published on Jan 21, 2021in Journal of Marketing
· DOI :10.1177/0022242921993060
Ruth Pogacar5
Estimated H-index: 5
,
Justin Angle + 2 AuthorsFrank R. Kardes50
Estimated H-index: 50
Source
Abstract
A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associa...
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