Purpose – Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in product choice if the consumers compare several products. The purpose of this research is to offer new physiological insights about how brand names are processed in the consumer ' s brain in order to identify potential determinants of “better” brand names. Design/methodology/approach – Using valence and activation ratings, reaction time, and functional magnetic resonance imaging (fMRI), the authors show the interaction of key brand name dimensions with the consumer purchase decision-making process, as well as the neurophysiological basis of consumer preference for certain types of brand names. Findings – The authors ' research shows that it has a positive effect on consumer choice to include in the brand name hints at the key benefits of the underlying product. Practical implications – The authors ' results demonstrate that fMRI is able to provide important insights for brand practitioners. Originality/value – Current research has neither focused on the interaction of brand name dimensions with the consumer purchase decision-making process nor provided insight about the physiological drivers of brand perception. In their research, the authors applied for the first time neurophysiological meth

The success of the marketing campaign of “Share a Coke With” has been globally known as one of the personalized campaigns with some popular individual names. This act of corporate communication has made the Coca-Cola Company even stronger as a multinational company. The usage of individual names has created a stronger bond between the brand and the audience. This qualitative research examines to what extend the brand image of Coca-Cola has affected the perception of its audience as it will have the implications of the economic and the social effects to the brand. The qualitative approach is used through the content analysis technique to some residents who were born and raised in Surabaya as of 2024, with 6 participants participating by the purposive sampling. This research examines the brand image by its favourability, strength, and uniqueness associated to Coca-Cola as a brand. Results has indicated a significant influence to the brand image and the personalized campaign. This research has underscored the importance in building consumer relations, strengthening the marketing strategy, and shaping brand image in a more complex world full of messages.

The present study examined (a)the effect of product characteristics and brand name on shoppers' evaluations of apparel quality and price and (b) the effect of consumer decision-making style on evaluations. One hundred sixty four mall shoppers evaluated the quality and price of one of three experimental shirts which were identical exceptfor brand labels. Brand labels had been manipulated so that each shirt contained a private, national, or designer label. Brand name did influence shoppers perceptions of price but not of quality. Consumers' decision-making style was found to influence perception of price.

This study explores the impact of rebranding on consumer perception, focusing on how changes in brand identity—such as name, logo, design, or messaging—affect consumer attitudes, trust, and loyalty. Using a mixed method approach, including surveys and case studies of recently rebranded companies, the research identifies key factors that influence whether rebranding is perceived positively or negatively by consumers. Findings suggest that successful rebranding aligns with consumer values, maintains core brand integrity, and is effectively communicated. The study provides insights for marketers and brand managers seeking to navigate the challenges and opportunities associated with brand transformation. Rebranding has become a strategic tool for businesses seeking to stay competitive in dynamic markets, adapt to evolving consumer preferences, or recover from reputational challenges. This study investigates the impact of rebranding on consumer perception, analysing how changes in brand elements—such as logos, names, slogans, and overall brand identity—affect consumer attitudes, trust, recognition, and loyalty. The research draws on both qualitative and quantitative data collected through surveys, interviews, and case studies of companies that have undergone rebranding in the past decade across various industries, including retail, technology, and hospitality.

The success of the marketing campaign of “Share a Coke With” has been globally known as one of the personalized campaigns with some popular individual names. This act of corporate communication has made the Coca-Cola Company even stronger as a multinational company. The usage of individual names has created a stronger bond between the brand and the audience. This qualitative research examines to what extend the brand image of Coca-Cola has affected the perception of its audience as it will have the implications of the economic and the social effects to the brand. The qualitative approach is used through the content analysis technique to some residents who were born and raised in Surabaya as of 2024, with 6 participants participating by the purposive sampling. This research examines the brand image by its favourability, strength, and uniqueness associated to Coca-Cola as a brand. Results has indicated a significant influence to the brand image and the personalized campaign. This research has underscored the importance in building consumer relations, strengthening the marketing strategy, and shaping brand image in a more complex world full of messages.

Globalization has driven international companies to adapt their brand strategies to local markets, particularly in China, which has become one of the world’s largest and most dynamic economies. One crucial aspect of this adaptation is brand name localization, where international brands translate their names into Mandarin to ensure linguistic familiarity, cultural relevance, and positive perceptions. This study examines consumer perceptions of localized brand names—Burger King (汉堡王), KFC (肯德基), and Starbucks (星巴克)—by integrating the theoretical perspective of Pavlovian conditioning with international marketing strategies. A survey of 500 respondents was conducted to measure consumer attitudes toward dimensions such as memorability, cultural appropriateness, emotional resonance, and the influence on purchase decisions. The findings indicate that local brand names significantly shape consumer perceptions and purchasing behavior. Starbucks (星巴克) was perceived as the most successful brand name, associated with coffee culture, a premium lifestyle, and ease of recall. KFC (肯德基) was found to evoke positive emotions strongly, while Burger King (汉堡王) was more likely to trigger curiosity rather than a strong cultural association with Western fast food. Repetition of brand names also enhances positive consumer emotions, aligning with Pavlovian conditioning, where repeated stimuli strengthen affective responses. This study contributes to the understanding of brand localization as a strate

Psycholinguistic research shows that word-characteristics influence the speed and accuracy of various language-related processes. Analogous characteristics of brand names influence the retrieval of product information and the perception of risks associated with that product. In the present experiment we examined how phonotactic probability-the frequency with which phonological segments and sequences of segments appear in a word-might influence consumer behavior. Participants rated brand names that varied in phonotactic probability on the likelihood that they would buy the product. Participants indicated that they were more likely to purchase a product if the brand name was comprised of common segments and sequences of segments rather than less common segments and sequences of segments. This result suggests that word-characteristics may influence higher-level cognitive processes, in addition to language-related processes. Furthermore, the benefits of using objective measures of word characteristics in the design of brand names are discussed.

The underlying factors of the purchase decision process of bottled mineral water have been a less studied area. The typically related attributes of consumer judgement in the case of low involvement can vary widely, ranging from price sensitivity to habits. However, assessing the role of brand reputation and trust from a sensory perception perspective is not a common approach. This paper examines the impact of trust on consumer value judgements for a frequently consumed beverage such as mineral water. Combining trust and sensory attributes with the Expectation–Disconfirmation Theory (EDT) framework provides insights into the weight of taste, trust and reputation in product evaluation. A tasting experiment was carried out using a representative systematic random sampling method. A mixed method was applied; EDT was used to analyze quantitative data and grounded theory methodology was performed in the case of qualitative data. Results indicate complete assimilation for the most preferred brand and negative contrast for less well-known brands. It can be stated that the applied methodology is suitable as a certain kind of trust measurement and also can function particularly well as a reinforcement and complement to other methodologies (e.g., neuromarketing methods). This study suggests that brand names positively influence value judgment. Origin bounded brands compared to imported brands can help companies mitigate trust issues in developing countries as they convey a particular re

Purpose. This study examines how semantic cues in food marketing, particularly sustainability-oriented narratives, influence consumer perceptions of chicken meat. Methodology. The study was based on a survey of 128 consumers conducted in the retail chains Silpo, ATB, and MIDA in Mykolaiv, Ukraine. Respondents assessed various semantic configurations of chicken meat labelling, which differed by script (Latin versus Cyrillic), language (Ukrainian versus English), and the inclusion or omission of the “ECO” prefix. Evaluations were provided using a five-point scale. The analysis examined the extent to which these semantic variations shape consumer perceptions across six key dimensions: perceived product quality, taste expectations, purchase appeal, social prestige, environmental friendliness, and perceived support for local communities. Results. The findings indicate that consumer perceptions of chicken meat in Ukraine are strongly influenced by visual and semantic elements embedded in product naming, particularly language choice, script type, and the inclusion of sustainability-related markers. The study highlights the significant role of sustainable development narratives in shaping product image. Empirical evidence confirms that the “ECO” prefix serves as a powerful signal, reinforcing associations with environmental responsibility and social value, while at the same time potentially prompting more critical consumer judgment. Furthermore, product names that reflect national li

Purpose. The purpose of the study is to evaluate the application of the semantic approach in food marketing by establishing the impact of narratives of sustainable development on the promotion of agricultural products on the market of Ukraine. Methodology / approach. The study of how the analysed visual-semantic patterns are combined with consumer expectations regarding product quality, taste, attractiveness (desire to purchase), status, impact on the environment and local communities was conducted on the basis of a survey of consumers of retail chains (Silpo, ATB and MIDA) in Mykolaiv (Ukraine). Results. The obtained results of the survey made it possible to confirm the research hypotheses and obtain answers to several research questions. The results of the study demonstrate that modern social narratives are reflected in the marketing of food products through consumers’ perception of various elements of the product’s image through visual-semantic patterns. The significance of the influence of narratives of sustainable development on the promotion of agricultural products on the market of Ukraine has been confirmed. The results of the study prove that the presence of the prefix “ECO” in the name of the product is an important factor, as this element can significantly influence the perception of the product as ecological, natural and responsible. It is noted that producers’ consideration of sustainable development narratives will not only help increase sales, but will also for

This article analyzes semiotic resources used to describe gustatory qualities of juice, sparkling water, functional beverages, tea, coffee, and plant-based milk on the websites of 25 beverage manufacturers. Lexical units are analyzed in terms of their meaning, frequency, combinability, emotional valence, degree of intensity, and multisensoriality while semiotic elements are examined in terms of meaning potentials and alignment with the verbal part of the advertising messages. Traditionally, the sense of taste received less attention from scholars than other senses, however, this has started to change in recent years. In particular, the language of taste and flavor is important for advertisers, as it helps to increase the sensory appeal of marketed products. This is not least because of the link between taste modality and emotional reactions, which influence consumer preferences and behaviors. For this reason, advertisers emphasize both gustatory characteristics and healthfulness of beverages even though healthy foods are traditionally perceived as not very enjoyable in taste. Taste and healthfulness are linked in product descriptions with the help of stylistic devices such as alliteration, assonance, parallelism, and personification. Rich taste is highlighted via hyperbole, metaphor, and evaluative adjectives that act as intensifiers. Healthfulness is emphasized via the link between taste and its natural source, verbalized with the help of nuanced terms and grammatical constr