Name is Consequential : Dual Pathways of Brand Name Complexity Shaping the Anticipated Consumption Experience

Brand names could convey the key value of experiential services in a compact and economical fashion, specifically for tourism and hospitality products. This research investigates how the brand name complexity shapes the anticipated consumption experience of visitors in two studies. The first study confirms two mediators, that is, novelty and processing fluency, which have the opposite effects on the anticipated consumption experience of visitors. The second study explores the moderating role of the product rank on the dual pathways and finds that the said rank moderates the novelty pathways but not the processing fluency pathways. Theoretical and managerial implications for developing brand names of tourism and hospitality services are discussed