CORDIS Project
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This project investigates how the fluency of brand names—how easily they can be pronounced—affects consumer perceptions and responses to innovative products. By conducting experiments, it aims to enhance understanding of branding strategies in marketing and provide insights for brand managers in competitive markets.
The creation of brand names has been identified as the “centerpiece of introductory marketing programs” for innovations as they “can enhance brand awareness and/or help create a favorable brand image” (Keller et al. 1998, p. 48).
Yet, only a few studies have empirically investigated properties of good brand names and most of them have focussed primarily on the factual meaningfulness of names.Fluency theory suggests that meaningfulness goes beyond the actual content of words.
More specifically, S…
COPENHAGEN BUSINESS SCHOOL
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