Weird Interpellation

Claverie, Ezra

doi:10.3898/newf:84/85.rev04.2015

Cited by 3 publications

(2 citation statements)

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“…Our findings offer important insights for firms launching new brands and the growing number of marketing agencies that specialize in the naming of brands (Gabler 2015; Myerson 2022). Marketers have a variety of sensible reasons for choosing unconventional spellings when naming their brands.…”

Section: Discussionmentioning

confidence: 93%

“…Choosing a brand name for a new product or service is one of the most important marketing decisions a company makes (Gabler 2015; Heath and Heath 2011). This decision has short- and long-term consequences (Myerson 2022) that impact not only consumers’ initial impressions of the brand but also the likelihood that consumers will ultimately make a purchase (Klink 2009; Pogacar et al 2021).…”

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confidence: 99%

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“Choozing” the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names

Costello¹,

Walker²,

Reczek³

2023

Journal of Marketing

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An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this brand naming strategy impacts consumers’ beliefs about the brand and, ultimately, their willingness to support it. Across eight experimental studies, we demonstrate that in general, consumers are less likely to support unfamiliar brands whose names are spelled unconventionally compared to brands that use the conventional spelling of the same word. This occurs because consumers perceive the choice of an unconventionally spelled name as an overt persuasion attempt by the marketer, and thus view the brand as less sincere. We demonstrate these effects are driven by persuasion knowledge using both mediation and moderation and show robustness by employing different types of unconventional spellings. Our studies suggest that, while marketers may choose unconventional spellings for new-to-the-world brands with the goal of positively influencing consumers’ perceptions, doing so may backfire. However, we also find that unconventionally spelled names do not produce a backfire effect when the motive for selecting the name is seen as sincere. Further, unconventionally spelled brand names may even be desirable when consumers are seeking a memorable experience.

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Section: Discussionmentioning

confidence: 93%

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confidence: 99%