Психологічні особливості розуміння назви бренду у формі чоловічого імені: Ґендерний аспект.

Abstract

Purpose. This study aims to analyze the psychological peculiarities of understanding brand names presented in the form of male names. It seeks to discern patterns and regularities in how brand names influence the perception of nominated objects and shape consumer expectations.Research methods and techniques. The study employed theoretical methods such as deductive and inductive reasoning, analysis, synthesis, and generalization to establish an empirical framework for investigating the psychological peculiarities of understanding brand names presented in the form of personal name. Empirical investigation was conducted through controlled association test and scaling. Data was collected via oral surveys in the form of interviews, and content analysis applied for data processing. Mathematical data processing was carried out using primary statistics. In addition, interpretive methods were applied to explain the results obtained in terms of initial hypotheses and references.Results. The research uncovered that, in approximately one-third of cases, consumers, in their rational understanding of a brand, rely on its name as a reference point. Interestingly, male brand names hold greater significance for children but lesser importance for men. Among men in the sample, the name exerts the greatest influence on their perception of hairdressers, with a favorable name potentially boosting visits by men to hair salons by a quarter. Women, on the other hand, place the greatest emphasis on the name when selecting hotels and hair salons, showing a preference for establishments with male names. In the case of children, the name has the most significant impact on their perception of a café, making a successful name a crucial factor in branding children’s catering establishments, accounting for nearly half of their appeal. A discernible trend emerged, indicating that the influence of a brand name grows with increased consumer experience with the nominated object.The influence of a male name on the object of nomination at the stage of emotional identification is most felt by children. This trend is consistent with the general finding that children are more emotional than adults. At the same time, the rational understanding of the brand name in the form of a male name mostly dominates the emotional understanding.Conclusions. In summation, the experimental study demonstrated that brand names represented in the form of a male name significantly affects the image of the object of the nomination and forms the corresponding expectations in nearly one-third of cases. This influence is mainly rational, so emotional understanding in this case is subordinate to rational. Gender-wise, the rational influence of male brand names Психологічні особливості розуміння назви бренду у формі...8© Акимова, Н., Чорноус, О., & Кирилов, Ю.on the object of nomination is more substantial among women than men, while the emotional influence of male names is almost the same. Additionally, the study revealed nuances in children’s responses: their understanding of male brand names is mainly rational, rational interpretation outweighs emotional interpretation.