“Choozing” the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names

• Published in: Journal of marketing Vol. 87; no. 6; pp. 889 - 905
• Main Authors: Costello, John P., Walker, Jesse, Reczek, Rebecca Walker
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.11.2023; SAGE PUBLICATIONS, INC
• Subjects: Brand names; Consumers; Marketing; Spelling; brand names; linguistics; brand personality; sincerity; persuasion knowledge

An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., “Lyft” rather than “Lift”). However, little is known about how this brand naming strategy impacts consumers’ beliefs about the brand and, ultimately, their willingness to...