2 min listen
"Choozing" the Best Spelling: How Do Consumers Respond to Unconventionally Spelled Brand Names?
FromThe JM Buzz
"Choozing" the Best Spelling: How Do Consumers Respond to Unconventionally Spelled Brand Names?
FromThe JM Buzz
ratings:
Length:
3 minutes
Released:
Jul 13, 2023
Format:
Podcast episode
Description
Lyft, Tumblr, Flickr: How does naming strategy impact consumers’ beliefs about a brand and their willingness to support it?
Read an in-depth recap of this research here: https://www.ama.org/2023/04/25/lyft-tumblr-flickr-how-do-consumers-respond-to-unconventionally-spelled-brand-names/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231162367
Reference: John P. Costello, Jesse Walker, and Rebecca Walker Reczek, “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names,” Journal of Marketing.
Narrator: Saira Salyani
Acknowledgments: Aman Soni
Topics: branding, brand names, linguistics, persuasion knowledge, brand personality, sincerity, marketing
Read an in-depth recap of this research here: https://www.ama.org/2023/04/25/lyft-tumblr-flickr-how-do-consumers-respond-to-unconventionally-spelled-brand-names/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231162367
Reference: John P. Costello, Jesse Walker, and Rebecca Walker Reczek, “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names,” Journal of Marketing.
Narrator: Saira Salyani
Acknowledgments: Aman Soni
Topics: branding, brand names, linguistics, persuasion knowledge, brand personality, sincerity, marketing
Released:
Jul 13, 2023
Format:
Podcast episode
Titles in the series (67)
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