Wpływ elementów nazwy na zapamiętanie wizerunku marki – wyniki badań empirycznych
Influence of name’s elements on the memorization of brand image – results of empirical studies

Summary/Abstract: The subject of the research presented in the article are the processes of communicating brand image by brand name. The purpose of the study is to determine whether the type of name construction and the order of brand name information have an impact on remembering attributes that are consistent or incompatible with the brand image. The experiment consisted of comparing the impact on the brand image of seven different types of names, including suggestive elements (letters, morphemes and words), and non-suggestive elements. The ANOVA, t tests, and multiple comparison procedures were used to verify the hypotheses. The study confirmed that (1) the use of suggestive elements in the name makes it difficult for consumers to recall attributes other than those suggested in the name, and (2) the order and compliance/incompatibility of names descriptions and name have an effect on memorization as well as blocking of memorization of brand information. The experiment was conducted on a group of subjects aged 19-26 years. The research results provide new insights into the behavior of Polish consumers on the impact of names on brands’ ratings.

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