It is not just a name: Effects of proper name for high-quality versus low-quality brands

摘要: The usage of proper names to advertise a product is ubiquitous in the marketplace. In many cases, there is very little information about these names. For example, treatment lotion by “Lady Aiko.” This research examines whether such a strategy effectively increases evaluations for a product. If so, is this strategy more effective when used by a high‐quality brand or a low‐quality brand? Across one field study, one text analytics study, and two experimental studies, we find that the proper name strategy can lead to higher product …