IDEAS home Printed from https://ideas.repec.org/a/ucp/jacres/doi10.1086-697074.html
   My bibliography  Save this article

Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships

Author

Listed:
  • Zhe Zhang
  • Vanessa M. Patrick

Abstract

Brand nicknames (e.g., Big Blue for IBM, Chevy for Chevrolet, Rollie for Rolex) are a common marketplace phenomenon. Marketers, however, hold polarized views about whether a brand should adopt or restrict the use of brand nicknames, yet little academic research has shed light on this debate. With three studies, the current research investigates the impact of brand nickname use in shaping the consumer-brand relationship. Drawing on the use of personal nicknames in interpersonal relationships, the current research proposes that brand nicknames elicit positive brand-related emotions (e.g., affection, love) and influence both the cognitive closeness (self-brand connection) and salience (brand prominence) components of brand attachment. This translates into downstream consequences of consumers' brand relationship maintenance behaviors. The theoretical and managerial contributions of this research, its limitations, and future directions for research are discussed.

Suggested Citation

  • Zhe Zhang & Vanessa M. Patrick, 2018. "Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 147-162.
    • Handle: RePEc:ucp:jacres:doi:10.1086/697074
    DOI: 10.1086/697074
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/697074
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: http://dx.doi.org/10.1086/697074
    Download Restriction: Access to the online full text or PDF requires a subscription.
    File URL: https://libkey.io/10.1086/697074?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Chen, Huan & Pang, Jun & Koo, Minkyung & Patrick, Vanessa M., 2020. "Shape Matters: Package Shape Informs Brand Status Categorization and Brand Choice," Journal of Retailing, Elsevier, vol. 96(2), pages 266-281.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jacres:doi:10.1086/697074. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.journals.uchicago.edu/JACR .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.