The Effect of Fancy Brand Names on Brand Perception and Brand Attitude of Young Consumers

Abstract

Brand naming, as part of brand management effort, is one of the most crucial marketing decisions. Young consumers’ brand perception and attitude may be especially influenced by brand names. The purpose of this research is to explore whether fancy brand names have an impact on young consumers’ attitude toward brands and the associated purchase intentions. Experiments were conducted to explore whether fancy names lead to more positive feelings about the products compared with generic names, and if such feelings are associated with purchase intentions. The research results have implications about marketing practice involving young consumers in the case of brand naming.