Thinking About an Unconventional Spelling for Your New Product or Service? You May Want to Reconsider
Researchers from University of Notre Dame and The Ohio State University published a new Journal of Marketing study that examines how the use of unconventional spellings of a brand name impacts consumers’ inferences about and willingness to support the brand.
The study, forthcoming in the Journal of Marketing, is titled “‘Choozing’ the Best Spelling: Consumer Response to Unconventionally Spelled Brand Names” and is authored by John P. Costello, Jesse Walker, and Rebecca Walker Reczek.
Choosing a brand ...







