The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names
Journal of Retailing(2018)
摘要
•Lowercase (uppercase) brands are associated with greater femininity (masculinity).•Matching brand case with consumption gender improves consumer responses.•Processing fluency mediates the case-gender compatibility effect.•Biological sex moderates case compatibility for intentions (not attitudes).
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关键词
Letter case,Gender,Processing fluency,Congruity,Evaluations,Purchase intentions
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