BMW Is Powerful, Beemer Is Not: Nickname Branding Impairs Brand Performance.

J Mark · 2025 · PMC13029521 · PMID 41907576

Europe PMC DOI

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marginally significantp = .08so close (0.05 < p ≤ 0.1)

warm) between-subjects ANOVA on purchase intention reveals a nonsignificant main effect of name type (F(1, 316) = 1.93, p = .17, η 2 = .01), a marginally significant main effect on brand type (F(1, 316) = 3.08, p = .08, η 2 = .01), and a significant interaction (F(1, 316) = 8.14, p = .005, η 2 = .03).

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