New brand names and inferential beliefs: Some insights on naming new products

Abstract

Consumers' attitudes toward names were studied and evidence was found that attitude toward a brand name exists independently of attitude toward a product or brand. A method for measuring attitudes toward names is demonstrated. In a multiple regression setting, four predictor variables--number of purchases, product interest, cognitive differentiation, and product experience--were found to explain up to 34% of the variance associated with brand name attitudes.