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...

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...

Purpose– This research examines how credence, search, and experience attributes compete with suggestive brand names that are in-congruent with the attributes they cue (e.g., expensive EconoLodge Motel, short-lasting Duracell battery, joint-stiffening JointFlex...

Purpose: The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach: Data were collected using survey methodology (n = 419), and...