Brands with feminine-evoking names convey warmth which, in turn, positively influences brand attitude and choice, according to a new paper, authored by HEC Paris professors Tina M. Lowrey and L. J. Shrum.
The study, published in the Journal of Marketing this month, analyzes how linguistic characteristics of a brand name lead to the implicit transfer of gender-associated qualities to the brand among English-speaking participants. These perceived qualities in turn influence important brand outcomes, such as attitude and choice, which subsequently effect brand performance. The authors refer to this effect as the “feminine brand name advantage”.
While previous research on linguistic brand name gender has focused almost entirely on the effects of individual sounds, the authors note that gender perceptions are driven by multiple linguistic properties, not only phonological, but also morphological. The study identifies three factors that signal masculine or feminine gender associations: name length, name sounds, and name stress.
For example, there is no obvious reason to consider the companies Nestlé or Gap as feminine or masculine. Yet the authors highlight that these names differ in three key properties. First, Nestlé has more syllables than Gap. Second, the stress in the name Nestlé is divided between two syllables, rather than one. Lastly, Nestlé ends with a vowel sound whereas Gap ends with a consonant. Thus, according to the authors’ gender markers, Nestlé is linguistically feminine, whereas Gap is linguistically masculine.
However, the authors note that the “feminine brand name advantage” is attenuated when the product is utilitarian (e.g., washing machines, computers) vs hedonic (e.g., designer clothes, chocolate, music) and when the typical user is male.
The study’s findings yield important implications for both the theory and practice of brand marketing, shedding light on best naming practices. “One of the most important aspects of a brand is its name, yet it is often underestimated”, the authors affirm.
However, the authors warn that brands with a well-established masculine name should not rush to discard it and suggest instilling masculine brand names with warmth via feminine sub-brands, brand extensions, or logos instead.
Finally, although the study was conducted among English-speaking participants, the findings suggest that some of the linguistic effects are robust across languages. However, the authors advise managers to take into account the differences in naming conventions and gender stereotypes between cultures, and to employ target market surveys to address this.
About HEC Paris:
Specializing in education and research in management sciences, HEC Paris offers a complete and unique range of academic programs for the leaders of tomorrow: the Grande Ecole program, Specialized Masters and MSc, Summer School programs, the MBA, Executive MBA and TRIUM Global Executive MBA programs, the Ph.D. program and a wide range of programs for executives and managers.
Founded in 1881 by the Paris Chamber of Commerce and Industry, HEC Paris has a full‐time faculty of 140 professors, 4,500 students and 8,000 managers in executive education programs every year.
