On The Search For The Perfect Brand Name

A brand name is a powerful tool for shaping consumers’ attitudes toward a product (Brucks, Zeithaml, & Naylor, 2000; Rao & Monroe, 1989), particularly in the currently exploding ecommerce domain and in digital marketing (Degeratu, Rangaswamy, & Wu, 2000). For instance, Mazursky and Jacoby (1985) found that consumers use the brand name more frequently than any other information as a cue for judging the quality of a product, and the brand has been shown to be an even more important prompt for quality assessments than the price (Olson, 1976; Stokes, 1974).