Journal of Product & Brand ManagementEffects of pronoun brand name perspective and positioning on brand attitude:Luke Kachersky Marina CarnevaleArticle information:To cite this document:Luke Kachersky Marina Carnevale , (2015),"Effects of pronoun brand name perspective and positioning on brand attitude",Journal of Product & Brand Management, Vol. 24 Iss 2 pp. -Permanent link to this document:Downloaded on: 25 March 2015, At: 11:37 (PT)References: this document contains references to 0 other documents.To copy this document: [email protected]The fulltext of this document has been downloaded 10 times since 2015*Access to this document was granted through an Emerald subscription provided by 573577 For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors serviceinformation about how to choose which publication to write for and submission guidelines are available for all. Pleasevisit for more information.About Emerald Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio ofmore than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of onlineproducts and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on PublicationEthics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download.Downloaded by UNIVERSITY OF SUSSEX At 11:37 25 March 2015 (PT)
1EFFECTS OF PRONOUN BRAND NAME PERSPECTIVE AND POSITIONING ON BRANDATTITUDE1 IntroductionThe usage of pronouns and their homonyms in brand names dates back to at least 1945,with the establishment of U-Haul as a one-way trailer rental service for do-it-yourself moversduring the post-World War II sprawl in the United States (“U-Haul: Our History,” 2013). Whodid the hauling?You, the consumer. Pronoun brand nomenclature – designed to evoke theconsumer’s self-concept – has become particularly trendy in recent years, revitalized by Apple’sintroduction of the iMac in 1998 and following through to social media phenomena likeMySpace and YouTube among many others. Recent research has articulated when and howIandmybrand names produce favorable consumer responses (Wiebenga and Fennis, 2012; Kacherskyand Palermo, 2013), yet the influence of the archetypalyouon brand name evaluations remainsunexplored. This research aims to address that gap.Whether stemming from enhanced involvement or a general affinity for similarity,consumers tend to prefer stimuli when considered through the lens of their own self-concepts.