A surname brand effect explanation for consumer brand preference and advocacy

Purpose – A lack of empirical evidence currently exists verifying name similarity effects on brand level choice and behavior. This research aims to test for and document the existence of a surname brand preference effect – whether individuals with surnames that match the names of brands prefer them more than other brands and behave in a manner consistent with those preferences. Design/methodology/approach – In two studies consisting of four national surveys, 50 consumer brands across 23 product categories were examined. Findings – Findings reveal that respondents with surnames that match well-known national brands more than doubled their preference rate for that brand. Findings also reveal that for consumers who prefer a brand, surname matching results in them being more than twice as likely to label themselves as brand advocates. Originality/value – These findings represent the first comprehensive examination of name similarity effects on brand preferences and advocacy. The data support and extend existing theoretical findings regarding an ego-driven interpretation of those effects. Implications for marketing practice and future research are highlighted.