The effect of brand name suggestiveness on consumer perception and purchase intentions

Abstract EN

Branding has become in a few years the priority of any firm looking for success and sustainability.

Brands have become very important for the company as well as the consumers, since they achieve several functions including, amongst other, the function of product identification through the Brand name.

This paper tries to highlight the effect of brand name suggestiveness on how consumers can perceive and judge a Brand and the product behind it, and how do they consider purchasing options based merely on the Brand name.

Results have shown a high level of interpretation and perception of brand name according to the meaningfulness of the chosen name.