Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation
Abstract
When developing new brand names, marketers face the dilemma of how similar their new brand name is or should be to familiar brand names in the market. The current research tests the complete range of conditions exploring how the degree of similarity of a new brand name to an existing one may affect attitudes toward the new brand name. The authors first replicate an inverted-U pattern suggested by congruency theories. However, this result holds...
Paper Details
Title
Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation
Published Date
Mar 1, 2016
Journal
Volume
69
Issue
3
Pages
1182 - 1189
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