Is Nestlé a Lady? The Feminine Brand Name Advantage
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 associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies, using both observational analyses of real brands and experimental manipulations of invented...
Paper Details
Title
Is Nestlé a Lady? The Feminine Brand Name Advantage
Published Date
May 5, 2021
Journal
Volume
85
Issue
6
Pages
101 - 117
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