"Choozing" the Best Spelling: How Do Consumers Respond to Unconventionally Spelled Brand Names?

Lyft, Tumblr, Flickr: How does naming strategy impact consumers’ beliefs about a brand and their willingness to support it?

Read an in-depth recap of this research here: https://www.ama.org/2023/04/25/lyft-tumblr-flickr-how-do-consumers-respond-to-unconventionally-spelled-brand-names/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231162367

Reference: John P. Costello, Jesse Walker, and Rebecca Walker Reczek, “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names,” Journal of Marketing.

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: branding, brand names, linguistics, persuasion knowledge, brand personality, sincerity, marketing