Name letter branding: Valence transfers when product specific needs are active

C. Miguel Brendl*, Amitava Chattopadhyay, Brett W. Pelham, Mauricio Carvallo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

77 Scopus citations


Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call "name letter branding." We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product-specific attributes (e.g., taste of a beverage). Accordingly, when respondents form a brand preference (e.g., of beverages), activating a product-specific need (e.g., need to drink) boosts the influence of this (transferred) valence.

Original languageEnglish (US)
Pages (from-to)405-415
Number of pages11
JournalJournal of Consumer Research
Issue number3
StatePublished - Dec 2005

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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