Purpose: This research aims to examine how credence, search and experience attributes compete with suggestive brand names that are incongruent with the attributes they cue (e.g. expensive EconoLodge Motel, short-lasting Duracell battery and joint-stiffening JointFlex pill)....

Purpose: The purpose of this study is to uncover the dimensions of shared brand use as a part of romantic relationships and examine the dynamics among shared brand use, brand preference similarity, brand variety seeking and relationship satisfaction. Design/methodology/approach: A total of...

Purpose: This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently. Design/methodology/approach: A survey method was used...

This paper, in five experiments, delineates the effects of alpha and numeric components of alphanumeric brand names (ANBs), by demonstrating the effects of disparities in processing between letter and number sequences on consumers' brand evaluations. Findings show (i) ascending letters in ANBs...

We show that linguistic numeral structures affect consumers' comparative evaluations of numbers, prices, and alphanumeric brand names. For example, 80 (eighty) in English is perceived as 4x20 (quatre-vingts or four twenties) in French and as 8x10 (ba-shi or eight tens) in Chinese. Thus, the...