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Park, C. W., MacInnis, D. J., & Eisingerich, A. B. (2015). Brand Architecture Design and Brand Naming Decision. In F. Dall’Olmo Riley, J. Singh, & C. Blankson (Eds.), The Routledge Companion to Contemporary Brand Management. London: Routledge.

has been cited by the following article:

• TITLE: The Impact of Product Nickname on Consumer Product Evaluation

  AUTHORS: Yanjing Lin, Haiquan Chen

  KEYWORDS: Product Nickname, Consumer Psychological Ownership, Product Evaluation

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.10 No.2, February 20, 2020

  ABSTRACT: Product nickname is used more frequently in brands’ marketing campaigns, replacing the formal product name. Based on this phenomenon, the article studies the mechanism of the effect of product nickname on consumer product evaluation. In this study, consumer psychological ownership is introduced as an intermediary variable to explain the different effects of product nickname and formal product name on consumer product evaluation respectively. Using experimental methods, two experiments are designed to prove the hypotheses. Experiments show that using product nicknames leads to more positive product evaluation by triggering higher levels of psychological ownership.