ArticleIsNestl´eaLady?TheFeminineBrandNameAdvantageRuthPogacar,JustinAngle,TinaM.Lowrey,L.J.ShrumandFrankR.KardesAbstractAbrandname’slinguisticcharacteristicsconveybrandqualitiesindependentofthename’sdenotativemeaning.Forinstance,namelength,sounds,andstresscansignalmasculineorfeminineassociations.Thisresearchexaminestheeffectsofsuchgenderassociationsonthreeimportantbrandoutcomes:attitudes,choice,andperformance.Acrosssixstudies,usingbothobservationalanalysesofrealbrandsandexperimentalmanipulationsofinventedbrands,theauthorsshowthatlinguisticallyfemininenamesincreaseperceivedwarmth,whichimprovesbrandoutcomes.Femininebrandnamesenhanceattitudesandchoicesha...