Researchers from University of Calgary, University of Montana, HEC Paris, and University of Cincinnati published a new paper in the Journal of Marketing that explores the linguistic aspects of a name that can influence brand perceptions without people even realizing it.
The study, forthcoming in the Journal of Marketing, is titled “Is Nestlé a Lady? The Feminine Brand Name Advantage” and is authored by Ruth Pogacar, Justin Angle, Tina Lowrey, L. J. Shrum, and Frank Kardes.
What do iconic brands Nike, Coca-Cola, and Disney have in common? They all have linguistically feminine names. In fact, the highest-ranking companies on Interbrand’s Global Top Brands list for the past twenty years have, on average, more feminine names than lower-ranked companies. [Read more…] about The market advantage of a feminine brand name