My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names

Kara S., Gunasti K., Ross W., ‘My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names, Journal of Brand Management, 2020, June, 27 607-621

Posted: 19 Oct 2020

See all articles by Selcan Kara

Selcan Kara

University of Connecticut

Kunter Gunasti

Washington State University

William T. Ross

Pennsylvania State University - Department of Marketing

Date Written: 2020

Abstract

This research introduces personified suggestive brand names, the degree to which a brand name (1) defines a potential user of the brand or (2) portrays personal characteristics that are used by the consumer to anthropomorphize the brand. Results of four experiments show that consumers are more likely to form brand relationships and more favorable brand evaluations towards more (e.g., Smart), compared to less (e.g., Technical), personified suggestive brand names, because (i) they form a self-brand name connection with these brand names to present themselves to others and (ii) they humanize the brand via these brand names. Additionally, personified suggestive brand names lead to self-brand name connections that result in brand anthropomorphism, which leads to favorable branding outcomes, particularly among Relational Interdependent Self-construal consumers, who are more likely to incorporate their relationships on their self-definitions.

Keywords: suggestive brand name; personified brand; brand connection; experiments; identity-related brand consumption; brand name

Suggested Citation

Kara, Selcan and Gunasti, Kunter and Ross, William T., My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names (2020). Kara S., Gunasti K., Ross W., ‘My Brand Identity Lies in the Brand Name: Personified Suggestive Brand Names, Journal of Brand Management, 2020, June, 27 607-621, Available at SSRN: https://ssrn.com/abstract=3684115

Selcan Kara

University of Connecticut ( email )

Storrs, CT 06269-1063
United States

Kunter Gunasti (Contact Author)

Washington State University ( email )

386 Todd Addition
Carson School of Business
Pullman, WA Whitman 99164
United States
5093354833 (Phone)

William T. Ross

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

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