Les Cahiers de Recherche - HEC Paris
Tina M Lowrey
Tastlé-Nestlé, Toogle-Google: The Effects of Similarity to Familiar Brand Names in Brand Name Innovation
() and Ann Kronrod
Abstract: When developing new brand names, marketers face the
dilemma of how similar their new brand name is or should be to familiar
brand names in the market. The current research tests the complete range of
conditions exploring how the degree of similarity of a new brand name to an
existing one may affect attitudes toward the new brand name. The authors
first replicate an inverted-U pattern suggested by congruency theories.
However, this result holds only in the case of positive pre-existing
attitudes toward familiar brand names. Additional tests demonstrate a
U-shaped pattern in the case of negative attitudes toward familiar brand
names, and a linear relation between similarity and attitudes in the case
of no pre-existing attitudes toward familiar brand names. A field study
replicates these findings, testing actual choice of products that bear
different levels of resemblance to real positive and negative brand names
(Oreo and Spam).
Keywords: Brand name; Branding; Brand attitudes; Similarity; Familiarity; Innovation; (follow links to similar papers)
36 pages, September 28, 2016
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