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Negative Brand Names

Author

Listed:
  • Adriana MANOLICÄ‚

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania)

  • CORINA-ELENA MITITIUC

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania)

  • Teodora ROMAN

    (Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania)

Abstract

We hear more and more often that positive things make our life more beautiful and make us more optimistic. But is it really true? If until a few years ago, the products had usual names, now it is desired for them to have a catchy name that would remain in the memory of the target audience. In this research I have analysed the attitude that young people have towards energy drinks with negative brand names, the impact of these energy drinks on them and also the influence they have on the decisional act of purchase. Among secondary objectives was the establishment of the notoriety of energy drinks that have negative names in the case of young people. Another secondary objective consisted in the comparative analysis of the impact that energy drinks with negative names have on men and women. Also, for the determination of the attitude that young people have towards energy drinks with negative names, it was necessary to get one at the time the feelings, the conviction offered by these energizers and also the intent of buying them among young people.

Suggested Citation

  • Adriana MANOLICÄ‚ & CORINA-ELENA MITITIUC & Teodora ROMAN, 2018. "Negative Brand Names," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 21, pages 31-44, June.
    • Handle: RePEc:aic:revebs:y:2018:j:21:manolicaa
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    File URL: http://rebs.feaa.uaic.ro/articles/pdfs/255.pdf
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    References listed on IDEAS

    as
    1. Danilo Garcia & Patricia Rosenberg & Arvid Erlandsson & Anver Siddiqui, 2010. "On Lions and Adolescents: Affective Temperaments and the Influence of Negative Stimuli on Memory," Journal of Happiness Studies, Springer, vol. 11(4), pages 477-495, August.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand names; Negative connotation; notoriety; attitude;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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