Brand Suicide? Memory and Liking of Negative Brand Names

Guest, D. ORCID: 0000-0003-4514-9186, Estes, Z., Gibbert, M. and Mazursky, D., 2016. Brand Suicide? Memory and Liking of Negative Brand Names. PLoS ONE, 11 (3), e0151628. ISSN 1932-6203

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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 nonnegative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.

Item Type: Journal article
Publication Title: PLoS ONE
Creators: Guest, D., Estes, Z., Gibbert, M. and Mazursky, D.
Publisher: Public Library of Science
Date: 29 March 2016
Volume: 11
Number: 3
ISSN: 1932-6203
Divisions: Schools > School of Social Sciences
Record created by: Jonathan Gallacher
Date Added: 05 May 2016 14:40
Last Modified: 09 Jun 2017 14:02

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