Psychological Peculiarities of Understanding Brand Name in Form of a Male Name: Gender Aspect
Description
Purpose. The purpose of this study is to analyze the psychological peculiarities of understanding the brand name in the form of a male name, to determine the trends and regularities of the brand name influence on the image of the nomination object and consumer expectations. Research methods and techniques. Theoretical methods (deductive, inductive, analysis, synthesis, generalization) were used to build an empirical concept for studying the psychological peculiarities of understanding the brand name in the form of a personal name. The empirical study was conducted with a controlled association test and scaling. An oral survey in the form of an interview was used to collect information, and a content analysis was used to process the results. Mathematical data processing was carried out using primary statistics. In addition, interpretive methods were applied to explain the results obtained in terms of primary assumptions and references. Results. It was found that consumers in a rational understanding of a brand are guided by its name in a third of the cases. The male brand name has the most importance for children, and the least for men. In the sample of men, the name has the most influence on the perception of hairdressers, so a good name of a hairdresser can increase its visits by men by a quarter. Women consider the name the most, choosing hotels and hair salons with male names. And for children, the name has the most influence on the perception of the cafe, so the successful branding of a children's catering establishment depends almost half on a successful name. We also observe a trend that the more experience a respondent has with a certain object of nomination, the more influential the brand name is. 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 general, according to the results of the experimental study, it was established that the name of the brand in the form of a male name significantly affects the image of the object of the nomination and forms the corresponding expectations in almost a third of cases. This influence is mainly rational, so emotional understanding in this case is subordinate to rational. In terms of gender, the rational impact of a male brand name on the object of nomination is more significant for women than for men, and the emotional impact of male names is almost the same. Peculiarities have also been noticed in relation to children: their understanding of men's brand names is mainly rational, rational interpretation dominates over emotional interpretation. Key words: brand name, male name, emotional understanding, rational understanding, influence on the image of the nomination object.