Kachersky, L., & Carnevale, M. (2015). Effects of pronoun brand name perspective and positioning on

Journal of Product & Brand Management
Effects of pronoun brand name perspective and positioning on brand attitude:
Luke Kachersky Marina Carnevale
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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. -
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1
EFFECTS OF PRONOUN BRAND NAME PERSPECTIVE AND POSITIONING ON BRAND
ATTITUDE
1 Introduction
The 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 movers
during the post-World War II sprawl in the United States (“U-Haul: Our History,” 2013). Who
did the hauling? You , the consumer. Pronoun brand nomenclature – designed to evoke the
consumer’s self-concept – has become particularly trendy in recent years, revitalized by Apple’s
introduction of the iMac in 1998 and following through to social media phenomena like
MySpace and YouTube among many others. Recent research has articulated when and how I and
my brand names produce favorable consumer responses (Wiebenga and Fennis, 2012; Kachersky
and Palermo, 2013), yet the influence of the archetypal you on brand name evaluations remains
unexplored. 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.