Ontology highlight
ABSTRACT:
SUBMITTER: Guest D
PROVIDER: S-EPMC4811583 | biostudies-other | 2016
REPOSITORIES: biostudies-other
Guest Duncan D Estes Zachary Z Gibbert Michael M Mazursky David D
PloS one 20160329 3
Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of ...[more]