Does brand spelling influence memory? The case of auditorily presented brand names

We present a framework based on psycholinguistic theory to explain how individuals spell auditorily-presented information. We use the framework to predict and test how spelling-related characteristics of brand names and factors related to the context in which brand names are presented (e.g., spelling primes) will make the brands more or less memorable. Further, we reveal the process through which spelling-related linguistic variables influence brand recall: the dual-code (both written and auditory) that results from spelling a brand correctly leads to greater ability to later recall the brand. Our framework identifies two routes that interact when individuals have to transcribe a brand: the lexical (top-down) route and the sublexical (bottom-up) route.     

Are brand names special words? Letter visual-similarity affects the identification of brand names,but not common words

Brand names are often considered a special type of words of special relevance to examine the role of visual codes during reading: unlike common words, brand names are typically presented with the same letter-case configuration (e.g., IKEA, adidas). Recently, Pathak et al. (European Journal of Marketing, 2019, 53 , 2109) found an effect of visual similarity for misspelled brand names when the participants had to decide whether the brand name was spelled correctly or not (e.g., tacebook [baseword: facebook] was responded more slowly and less accurately than xacebook). This finding is at odds with both orthographically based visual-word recognition models and prior experiments using misspelled common words (e.g., viotin [baseword: violin ] is identified as fast as viocin ). To solve this puzzle, we designed two experiments in which the participants had to decide whether the presented item was written correctly. In Experiment 1, following a procedure similar to Pathak et al. (European Journal of Marketing, 2019, 53 , 2109), we examined the effect of visual similarity on misspelled brand names with/without graphical information (e.g., anazon vs. atazon [baseword: amazon ]). Experiment 2 was parallel to Experiment 1, but we focused on misspelled common words (e.g., anarillo vs. atarillo ; baseword: amarillo [yellow in Spanish]). Results showed a sizeable effect of visual similarity on misspelled brand names – regardless of their graphical information, but not on misspelled common words. These findings suggest that visual codes play a greater role when identifying brand names than common words. We examined how models of visual-word recognition can account for this dissociation.     

Dear Santa,do you have my brand? A study of the brand requests,awareness and request styles at Christmas time

This study examines brand awareness (preferences) and request styles (communication approaches) at Christmas of Australian children and adults. The study is founded in the growing Santa Claus literature that has examined various issues related to gift giving and request behaviour at Christmas time. The study is based on the content analysis of 422 letters written by children to Santa Claus. The results indicate that children are brand‐orientated in their request behaviour, adopt fairly meaningful request strategies and use visual imagery ie graphics in their communication strategies in their attempts to secure their requested gifts and specific brands. Copyright © 2002 Henry Stewart Publications Ltd.     

Is Cinderella resurging? The impact of consumers' underdog disposition on brand preferences: Underdog brand biography and brand status as moderators

This research attempts to explore the moderating roles of underdog brand biography and brand status in the impact of consumers' underdog disposition on brand preferences. A total of 218 on‐the‐job graduate students were randomly assigned to a 2 (explicitness of underdog brand biography: implicit vs. explicit) × 2 (brand status: emerging brands vs. established brands) factorial design. Results show that consumers with strong underdog disposition are likely to generate stronger brand preferences for established brands accompanied with explicit underdog brand biographies than emerging brands accompanied with explicit underdog brand biographies; in contrast, consumers with strong underdog disposition are likely to engender no differential brand preferences for emerging brands accompanied with implicit underdog brand biographies over established brands accompanied with implicit underdog brand biographies. Moreover, consumers with a weak underdog disposition are likely to engender stronger brand preferences for established brands than emerging brands, regardless of the explicitness of underdog brand biography. Copyright © 2015 John Wiley & Sons, Ltd.     

Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing

Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople's motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople's relationships with their private brands can be influential in increasing their selling motivation and organizational commitment. Toward this end, our study first identifies the three important dimensions of salesperson–brand relationship (affect, trust, perceived customer recognition due to the brand) and develops their measures. Second, the findings show that salesperson–brand relationships, which exist between the retail frontline employees and retailers’ private brand, strongly influence sales motivation and firm commitment with a moderating influence of role clarity regarding management's expectations from its salespeople.     

The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship

We argue that consumers with high self-brand connections (SBC) respond to negative brand information as they do to personal failure — they experience a threat to their positive self-view. After viewing negative brand information, high (vs. low) SBC consumers reported lower state self-esteem. Consumers with high SBC also maintained favorable brand evaluations despite negative brand information. However, when they completed an unrelated self-affirmation task, they lowered their brand evaluations the same as low SBC consumers. This finding suggests that high SBC consumers' reluctance to lower brand evaluation might be driven by a motivation to protect the self rather than the brand.     

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.     

Does humor in radio advertising affect recognition of novel product brand names?

The authors proposed that item selection during shopping is based on brand name recognition rather than recall. College students rated advertisements and news stories of a simulated radio program for level of amusement (orienting activity) before participating in a surprise recognition test. Humor level of the advertisements was varied systematically, and content was controlled. According to signal detection analysis, humor did not affect the strength of recognition memory for brand names (nonsense units). However, brand names and product types were significantly more likely to be associated when appearing in humorous advertisements than in nonhumorous advertisements. The results are compared with prior findings concerning humor and recall.     

Betting on a brand: How can trust game experiments inform a brand trust research agenda?

For brands to succeed, they often need consumers to trust them. This has prompted marketing and consumer behaviour researchers to examine what makes certain brands more trusted and how brands can identify themselves as trustworthy. For over 25 years, experimental economists, behavioural scientists and others have examined interpersonal trust using an exercise — the trust game — where participants put money at risk based on how trustworthy they think other people are. This research has remained largely separate from work on brand trust, but this critical review aims to identify findings and concepts from trust game-based research that are relevant to brand trust, and starts to develop an integrated research agenda for the future. In particular, it looks at how brand trust is measured, how brand trust might (or might not) be distinguished from transactional risk, and the heuristics and biases behind brand trust judgements and how these relate to brands' attempts to signal their trustworthiness.     

Patterns of buyer behavior and brand metrics in a “high loyalty” category: Liquor

This study examines behavioral brand loyalty in a category that, based on industry evidence, is expected to exhibit high loyalty: liquor (distilled spirits). The study aims to extend knowledge of the factors that underlie behavioral loyalty, including brand characteristics of price level and promotion incidence, and buyer characteristics of age and income. Drawing on theory and evidence relating to prospect theory, the “smart shopper” concept, as well as literature pertaining to age and loyalty, we develop a series of hypotheses and test them using extensive consumer panel purchasing data for US households. The analysis confirms that liquor is indeed a high loyalty category in the context of consumer goods, evidenced via high share of category requirements (SCR). The study also identifies that liquor brands follow the double jeopardy pattern, whereby larger-share brands enjoy somewhat higher loyalty, and that exceptions—brands with unusually high or low volume loyalty for their size—are related to high volume purchased per occasion. In turn, there is a strong negative association between brand price and high average volume purchased per occasion (i.e., cheaper brands are bought in larger quantity or volume than expensive ones). The study also finds that brands with a low price tend to be particularly attractive to low-income households, and that, in turn, low-income households exhibit higher brand loyalty. These new findings contribute to the literature on brand loyalty and the links between loyalty, brand characteristics, and demographics.     

Do brands of a feather flock together? Some exploratory findings on the role of individual brands in brand constellation choice

In this paper, consumers' choice of brand constellations (eg Big Mac and Coke at McDonald's) are investigated by examining the roles of individual brands. The author proposes that marketers need to look beyond perceived fit between brands within a brand constellation. Therefore, this paper explores empirically how individual brand evaluations at product level and at brand level affect brand constellation choice. It is shown that brands do not have to be equally attractive in order to be included in brand constellations. For instance, a weak brand may complement a strong brand. Theoretical and marketing implications are discussed. Copyright © 2005 John Wiley & Sons, Ltd.     

Friend or foe: In enjoying playfulness,do innovative consumers tend to switch brand?

Playful consumption has been an extraordinary phenomenon in the modern era, but little attention has been paid to how likely innovative consumers are to seek to enjoy this particular experience. Using structural equation modeling and invariant tests, this article examines empirically the relationship between innovativeness, brand switching, and playful consumption, with gender and age as moderators. Innovativeness has been found to predict playful consumption, and although it also predicts brand switching, interestingly, the latter was not found to predict playful consumption. That, for innovative consumers, encountering playfulness is not enhanced by different brands suggests that being able to enjoy playful rewards requires familiarity, which is more likely to be provided by ongoing rather than by new brands. This article therefore presents a friendly message for marketers: In enjoying playfulness, innovative consumers tend not to switch brand. More theoretical and practical implications, as well as future research, are also identified. Copyright © 2011 John Wiley & Sons, Ltd.     

Time to retire the concept of brand personality? Extending the critique and introducing a new framework

In consumer behaviour literature, there is a growing concern about the construct validity of brand personality. We extend this critique and introduce a new approach for the conceptualisation and measurement of human brand associations (HBA). A qualitative study of free associations to six brands in different categories and cultures reveals that brand personality traits, as defined in the literature, are practically non‐existent in real associative networks for brands. The responses are, however, in line with the new HBA framework. The findings suggest that consumer researchers should retire the concept of brand personality and use the new approach instead.     

Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention‐focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention‐focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion‐focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.     

Précis of Foundations of language: brain, meaning, grammar, evolution

The goal of this study is to reintegrate the theory of generative grammar into the cognitive sciences. Generative grammar was right to focus on the child's acquisition of language as its central problem, leading to the hypothesis of an innate Universal Grammar. However, generative grammar was mistaken in assuming that the syntactic component is the sole course of combinatoriality, and that everything else is "interpretive." The proper approach is a parallel architecture, in which phonology, syntax, and semantics are autonomous generative systems linked by interface components. The parallel architecture leads to an integration within linguistics, and to a far better integration with the rest of cognitive neuroscience. It fits naturally into the larger architecture of the mind/brain and permits a properly mentalistic theory of semantics. It results in a view of linguistic performance in which the rules of grammar are directly involved in processing. Finally, it leads to a natural account of the incremental evolution of the language capacity.     

Should a luxury Brand's Chatbot use emoticons? Impact on brand status

Luxury brands are increasingly adopting chatbots for online customer service. But, little is known about the role of adding design features such as emoticons on customers' luxury experience. This study fills this research gap by exploring the influence of a luxury brand chatbot's adoption of emoticons on status perception and its underlying mechanisms. Results from two experiments suggest that luxury brands might be better off not using emoticons in chatbot communications because it dampens the brand status perception due to perceived unexpectedness, which in turn decreases the perception of the appropriateness of the interaction with chatbots. However, this negative effect of luxury brand's use of emoticons in chatbot communication only exists for traditional luxury brands, not for masstige brands. This study advances the literature on AI, particularly regarding luxury brand-specific chatbot applications. It also offers insights for luxury brand managers that they should be cautious in adopting emoticons in chatbot communication given the risk of ruining the brand status, especially when the brand is a traditional luxury brand as opposed to a masstige brand.     

Intuitionist logic — Subsystem of,extension of,or rival to,classical logic?

Strictly speaking, intuitionistic logic is not a modal logic. There are, after all, no modal operators in the language. It is a subsystem of classical logic, not [like modal logic] an extension of it. But... (thus Fitting, p. 437, trying to justify inclusion of a large chapter on intuitionist logic in a book that is largely about modal logics).     

Volume 18 – List of contents,Author index,and List of reviewers, 2012

Negative acknowledgement is an impression management technique that uses the admission of an unfavourable quality to mitigate a negative response. Although the technique has been clearly demonstrated, the underlying process is not well understood. The current research identifies a key mediator and moderator while also demonstrating that the effect extends beyond the specific acknowledged domain to the overall evaluation of a target object. The results of study 1 indicate that negative acknowledgement works through mitigating negatively valenced cognitive responses. People who are presented with a negative acknowledgement are less likely to counterargue when forming an evaluation. The results of study 2 reveal that individual differences in need for structure impact the effectiveness of the technique. People who are high in need for structure are more susceptible to the effect presumably because of their desire for easy-to-use information that aids the formation and maintenance of simple knowledge structures.