Evaluating brand names without vowels

Abstract

In recent years, a new trend has emerged where a growing number of firms have started using brand names without the vowels (e.g., Tumblr, Qzzr). However, to date research has not investigated how consumers evaluate such brand names. The current study aimed to explore the perception of vowel-less brand names among consumers. Across two studies, participants evaluated fictitious brand names of food products with and without the vowels (e.g., Ringner vs. Rngnr) on a number of attributes. Study 1 investigated the brand personality traits and Study 2 tested the fictitious brand names on traits specific to food brands (e.g., taste, healthfulness). The results of Study 1 demonstrate that brands with vowel-less (vs. voweled) names are perceived as more rugged whereas those with voweled (vs. vowel-less) brand names are perceived as more sincere, competent and sophisticated. The results of Study 2 demonstrate that food brands with vowel-less (vs. voweled) brand names are rated significantly lower in attributes of taste expectation, quality, expensiveness, willingness-to-pay, and healthfulness. Together, these findings reveal how the new trend of vowel-less brand names may influence consumers, especially in the context of food brands.