Name Letter Branding: Valence Transfers When Product Specific Needs Are Active

By C. Brendl, Amitava Chattopadhyay, B. Pelham, Mauricio Carvallo. 2005

139 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e9a0696678bbf8d3891713bb021a1eaab474e100

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Malcolm C. Smith
2. Monica Popa
3. Jennifer J. Argo

In Social Psychology

1. Jennifer J. Argo

In Sociology and Political Science

1. Jennifer J. Argo
2. K. White
3. Darren W. Dahl
4. Bonnie Simpson

Citations in the corpus

• Microfinance Decision Making: A Field Study of Prosocial Lending (2011, unknown): “For example, consumers are more likely to choose a product whose brand name starts with the same first letter as their own name (Brendl et al. 2005).”
• The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context (2010, unknown): “However, Brendl et al. (2005) showed that the name letter branding effect was driven by the motive to enhance self-esteem. This discrepancy motivated us to ask whether these two motives coexist in the process or are shown to predominate under different circumstances. One substantial difference betwe”
• The Sound of Brands (2010, background): “However, to date, research on brand names and sound symbolism has almost exclusively required respondents to read the names silently rather than aloud or hear them (e.g., Brendl et al. 2005; Klink 2000, 2001).”