How Possessiveness Cues in Brand Names Impact Brand Evaluations

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater attributions of identity-relevant brand attributes and moderated by whether a brand name includes an identity marker

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Year of publication:	2019
Authors:	Khamitov, Mansur ; Puzakova, Marina
Publisher:	[S.l.] : SSRN
Subject:	Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Markenartikel \| Brand \| Markenimage \| Brand image

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Extent:	1 Online-Ressource (3 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: AP - Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN: Association for Consumer Research, Pages: 34-35 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments January 1, 2019 erstellt
Classification:	M3 - Marketing and Advertising ; M30 - Marketing and Advertising. General ; M31 - Marketing ; M37 - Advertising ; M39 - Marketing and Advertising. Other ; D12 - Consumer Economics: Empirical Analysis
Source:	ECONIS - Online Catalogue of the ZBW

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