Brand name influence on brand perception

Abstract

The impact of hotel names on the evaluation of the hotels by customers prior to their stay was investigated. In general, hotels were rated higher on attributes consistent with the semantic associations of the name than on inconsistent attributes. This name effect was somewhat reduced-but still strong-when actual feature information was given, when consumers were explicitly told that the hotels bearing different names had exactly the same features, when consumers were provided with testimonials from former hotel guests, when consumers were informed that the name had changed in the past or would change in the future, and when the actual features were in with the image evoked by the name. The results corroborate the widely accepted assertion that consumers use brand names as diagnostic and legitimate search attributes. Most notably, the findings imply that the effects are robust and resistant to elimination. Four hundred clients of a travel agency participated in this research.

Brand preference affects the threshold for perceptual awareness

“…In other words, whether a stimulus is consciously seen or not has a tremendous influence on the effects it can have on thinking and behavior. Although there is robust evidence showing that subliminal perception – stimuli processed by the sensory system but not consciously experienced – can influence thoughts, feelings and actions (Wänke et al ., ; Chartrand et al ., ) – consciously perceived information enables a much stronger effect on flexible and creative behaviors (Shanahan and Baars, ).…”

“…The basic ambition of using a brand is to distinguish a product or service positively from other competing products. Thus, through branding efforts, brand managers hope to get consumers to identify the product with a specific identity, to influence the consumers' ability to recall and recognize the product (among other products), and to associate the product with qualities that are positively perceived (Wänke et al ., ; Plassmann et al ., ). To accomplish these goals, brands must engage a larger number of our mental systems, including perception and awareness, memory and cognition, and emotion.…”

Using marketing to fish‐down bigheaded carp (Hypophthalmichthysspp.) in the United States: Eliminating the negative brand name, “carp”

“…Based on product name alone, customers form instant, non‐neutral attitudes about the product that may prove difficult to change (Zinkhan & Martin, ). For example, in a study of hotel brand names, Wänke, Herrmann, and Schaffner () found that consumers use brand names as diagnostic tools, describing what they are “supposed” to expect from a product. As such, the creation of a positive image is an important attribute of an effective brand name (Kohli & Thakor, ).…”

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“…Neurologically, this may be compared to the firing of synapses that activate neurons in different parts of the brain in order to retrieve multimodal information upon a specific internal or external cue. Such a cue could, for the purposes of consumer knowledge, be a brand name (Wänke, Herrmann, & Schaffner, 2007), logo, or branded product. When the brand name comes to mind through an internal or external cue, some part of the overall network of brand associations is activated to form a mental image of the brand, with the level of activation dependent on the distance to the source node (Collins & Loftus, 1975).…”