Better branding: brand names can influence consumer choice

Philipp Hillenbrand, Sarael Alcauter, Javier Cervantes, Fernando Barrios
  • Journal of Product & Brand Management, July 2013, Emerald
  • DOI: 10.1108/jpbm-04-2012-0120

Better branding: how brand names can influence consumer choice

What is it about?

Researchers agree that the choice of brand name for a product can alter the consumers’ judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in product choice if the consumers compare several products. The purpose of this research is to offer new physiological insights about how brand names are processed in the consumer’s brain in order to identify potential dete

Why is it important?

Current research has neither focused on the interaction of brand name dimensions with the consumer purchase decision-making process nor provided insight about the physiological drivers of brand perception. In their research, the authors applied for the first time neurophysiological methodologies and fMRI to questions related to brand names, resolving questions that have not been answered due to the methodological limitations of social sciences.

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