Brendl, C. Miguel; Chattopadhyay, Amitava; Pelham, Brett W. - In: Journal of Consumer Research 32 (2005) 3, pp. 405-415
Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call "name letter branding." We propose that during a first stage an active need to self-enhance increases the positive...