Name discrimination – selected attributes based on the German advertising practice

Lukas Bruns () and Kevin Hümmer ()
Additional contact information
Lukas Bruns: Comenius University in Bratislava, Bratislava, Slovak Republic
Kevin Hümmer: DHBW (Cooperative State University) Ravensburg, Ravensburg, Germany

Marketing Science & Inspirations, 2021, vol. 16, issue 3, 13-20

Abstract: Surprisingly, research on name discrimination in advertising is still at an early stage, although all flanking fields have experienced deep and broad research. Discrimination can be evoked through the use of names in advertising. In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. This work makes a contribution to understanding and working through the problem in more detail. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded. The factors and individual interdependencies were only examined in this work in Germany and may therefore be different in other countries and cultures.

Keywords: discrimination; advertising; stereotypes; thinking aloud (search for similar items in EconPapers)
JEL-codes: J15 M31 M37 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://msijournal.com/name-discrimination-the-german-advertising-practice/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:16:y:2021:i:3:p:13-20

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().