Evaluating brand names without vowels

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