A surname brand effect explanation for consumer brand preference and advocacy
Abstract
Purpose
A lack of empirical evidence currently exists verifying name similarity effects on brand level choice and behavior. This research aims to test for and document the existence of a surname brand preference effect – whether individuals with surnames that match the names of brands prefer them more than other brands and behave in a manner consistent with those preferences.
Design/methodology/approach
In two studies consisting of four national surveys, 50 consumer brands across 23 product categories were examined.
Findings
Findings reveal that respondents with surnames that match well-known national brands more than doubled their preference rate for that brand. Findings also reveal that for consumers who prefer a brand, surname matching results in them being more than twice as likely to label themselves as brand advocates.
Originality/value
These findings represent the first comprehensive examination of name similarity effects on brand preferences and advocacy. The data support and extend existing theoretical findings regarding an ego-driven interpretation of those effects. Implications for marketing practice and future research are highlighted.
Keywords
Acknowledgements
Received 7 January 2013. Revised 7 August 2013. Accepted 7 August 2013.
Citation
Howard, D. and Kerin, R. (2013), "A surname brand effect explanation for consumer brand preference and advocacy", Journal of Product & Brand Management, Vol. 22 No. 5/6, pp. 362-370. https://doi.org/10.1108/JPBM-01-2013-0238
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited