Angelic brand name priming: saintly branded food influences brand healthfulness perceptions

Abstract

Purpose Consumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness. The purpose of this study is to introduce angelic branding as a brand naming strategy that may act as a supernatural agent benevolence (i.e. loving, kind and merciful) prime that leads consumers to perceive that the brand’s products are healthful. Design/methodology/approach Study 1 examines the effect of angelic brand names on brand healthfulness perceptions. Study 2 investigates the mediating role of brand virtuousness perceptions on the relationship between angelic branding and brand healthfulness perceptions and the downstream consequences on purchase intention. Study 3 explores the moderating role of authoritarian supernatural agent belief (i.e. angry, vindictive and punishing) on the relationship between angelic branding and brand virtuousness perceptions, and subsequent brand healthfulness perceptions and purchase intention. Findings The results of this study demonstrate that angelic branding results in healthfulness perceptions for a healthy product (i.e. vitamins; Study 1a), an unhealthy product (i.e. cookies; Study 1b; eliminating perceptual fluency as a potential alternative explanation for the phenomenon) and across different product categories (i.e. surface spray; Study 1c). The results from Study 2 find that angelic brand names prime brand healthfulness perceptions because of the activation of brand virtuousness perceptions (not brand quality perceptions; eliminating a general halo effect as a potential alternative explanation for the phenomenon). The results of Study 3 show that strong belief in authoritarian supernatural agents attenuates the angelic brand name–brand healthfulness priming effect. Research limitations/implications This research is limited, as it only considers angelic brand naming and not any other benevolence cues in brand logos, such as halos and angel wings. This research is also limited in that it only considers healthfulness perceptions drawn from English angelic brand name cues and from participants within the USA and the UK. Practical implications This study has important implications for brand managers in the development of new brand names. Angelic brand naming is suggested as a strategy for brand managers to prime perceptions of brand virtuousness and brand healthfulness and to influence consumer behavior. However, brand managers are cautioned against the use of this brand naming strategy if it is intended to mislead or deceive consumers, resulting in detrimental effects on their health. Originality/value This research makes a unique and novel contribution to the literature in brand names on consumer decision-making. Angelic branding is introduced as a brand naming strategy that can act as a supernatural agent religious prime to influence perceptions of brand virtuousness, brand healthfulness and consumer behavioral intentions (i.e. purchase intention).

Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay

“…Although past research has shown that associative priming can be used to elicit favourable outcomes from consumers by means of music (North et al. , 2016), text (Ilicic and Brennan, 2023), images (Mandel and Johnson, 2002) or colour (Baxter et al. , 2017), very little theoretical work has been carried out on the role of associative priming of brand logos, specifically for pricing outcomes.…”

“…First, it adds to our understanding of the effects of pictorial logos, namely, natural-organic and anthropomorphised natural-organic logos, on consumers. Although past research has shown that associative priming can be used to elicit favourable outcomes from consumers by means of music (North et al, 2016), text (Ilicic and Brennan, 2023), images (Mandel and Johnson, 2002) or colour (Baxter et al, 2017), very little theoretical work has been carried out on the role of associative priming of brand logos, specifically for pricing outcomes. Past priming literature has shown that exposure to prestige brand names makes consumers attribute greater prestige associations to a product (Chartrand et al, 2008) or infer brand personality from colour (Baxter et al, 2017).…”

The length of brand names influences the expectation of healthiness in foods and preference for healthy foods

“…Brand names have the ability to influence a consumer's perception of the healthfulness of foods and can change beliefs (Amos et al, 2021; Ilicic & Brennan, 2023; Motoki et al, 2021; Pathak & Motoki, 2022). For example, Angelic brand names (e.g., saintly crackers) are perceived as healthier than nonangelic/normal ones (Ilicic & Brennan, 2023).…”

“…Brand names have the ability to influence a consumer's perception of the healthfulness of foods and can change beliefs (Amos et al, 2021; Ilicic & Brennan, 2023; Motoki et al, 2021; Pathak & Motoki, 2022). For example, Angelic brand names (e.g., saintly crackers) are perceived as healthier than nonangelic/normal ones (Ilicic & Brennan, 2023). Similarly, brand names containing sounds of higher frequency (vs. lower frequency) (Motoki et al, 2021) and those evoking morality or purity are regarded as healthier (Amos et al, 2021).…”

“…brand names, brand logos, brand personality) provide a rich source of information, and expectations and help consumers reduce the risks associated with food choices (e.g., Keller, 2003;Qian et al, 2023;Shimp & DeLozier, 1986;Wu et al, 2022). Research suggests that specific brand elements can influence consumers' perceptions and preferences for the brand/product (e.g., Ilicic & Brennan, 2023;Techawachirakul et al, 2022Techawachirakul et al, , 2023Zou et al, 2023). For example, differences in the audio frequencies of sonic logos can affect the perceived healthiness of foods (Techawachirakul et al, 2022).…”