How Possessiveness Cues in Brand Names Impact Brand Evaluations

Khamitov, Mansur; Puzakova, Marina

How Possessiveness Cues in Brand Names Impact Brand Evaluations

AP - Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN: Association for Consumer Research, Pages: 34-35

3 Pages Posted: 27 Jun 2019

See all articles by Mansur Khamitov

Mansur Khamitov

Indiana University - Kelley School of Business - Department of Marketing

Marina Puzakova

Lehigh University

Date Written: January 1, 2019

Abstract

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker.

Keywords: Possessive brand name, psychological ownership, brand-control inferences, identity, anthropomorphism

JEL Classification: M3, M30, M31, M37, M39, D12

Suggested Citation: Suggested Citation

Khamitov, Mansur and Puzakova, Marina, How Possessiveness Cues in Brand Names Impact Brand Evaluations (January 1, 2019). AP - Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN: Association for Consumer Research, Pages: 34-35, Available at SSRN: https://ssrn.com/abstract=3400527