How a “feminine brand name advantage” can boost consumer attitudes and choices

Brands with linguistically feminine names are more likely to convey warmth which, in turn, can improve brand performance, according to a study published in the Journal of Marketing.

Brand names with feminine traits convey a greater sense of “warmth” to consumers, which can positively influence their attitudes and choices, according to a new study. 

The analysis into the “feminine brand name advantage” – entitled “Is Nestlé a Lady? The Feminine Brand Name Advantage” and published in the was based on analysis of brand names and consumer panel feedback, and conducted by Ruth Pogacar (University of Calgary), Justin Angle (University of Montana) and Tina M. Lowrey (HEC Paris).

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