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- Title
Gender differences in new brand name response.
- Authors
Klink, Richard
- Abstract
Conventional guidelines for naming new products overlook possible individual-level differences that may affect response to new brand names. This research draws on sound symbolism theory to investigate whether gender affects response to new brand names. Specifically, two studies are conducted to examine whether females respond more favorably than males to brand names with front vowels and whether males respond more favorably than females to brand names with back vowels. Results indicate that gender is associated with brand name response and that the gender asymmetries appear to be more pronounced in product categories where masculinity–femininity is a more salient product attribute. An implication is that gender targeting can be facilitated through the use of particular letters in brand names.
- Subjects
SEX differences (Biology); NEW product development; BRAND name products; BUSINESS names; COMMERCIAL products; MASCULINITY; FEMININITY; MALE consumers; WOMEN consumers
- Publication
Marketing Letters, 2009, Vol 20, Issue 3, p313
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/s11002-008-9066-x