NEGATIVE BRAND NAMES

Adriana Manolicä‚ (), Corina-Elena Mititiuc () and Teodora Roman ()
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Adriana Manolicä‚: Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania
Corina-Elena Mititiuc: Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania
Teodora Roman: Alexandru Ioan Cuza University of IaÅŸi, Faculty of Economics and Business Administration, IaÅŸi, Romania

Review of Economic and Business Studies, 2018, issue 21, 31-44

Abstract: We hear more and more often that positive things make our life more beautiful and make us more optimistic. But is it really true? If until a few years ago, the products had usual names, now it is desired for them to have a catchy name that would remain in the memory of the target audience. In this research I have analysed the attitude that young people have towards energy drinks with negative brand names, the impact of these energy drinks on them and also the influence they have on the decisional act of purchase. Among secondary objectives was the establishment of the notoriety of energy drinks that have negative names in the case of young people. Another secondary objective consisted in the comparative analysis of the impact that energy drinks with negative names have on men and women. Also, for the determination of the attitude that young people have towards energy drinks with negative names, it was necessary to get one at the time the feelings, the conviction offered by these energizers and also the intent of buying them among young people.

Keywords: Brand names; Negative connotation; notoriety; attitude (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aic:revebs:y:2018:j:21:manolicaa

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