Meaningless brand names can spark consumer curiosity and improve brand evaluations

Abstract

Marketers are often advised to choose meaningful brand names (e.g., Leaf). Yet, many brands have non-semantic names—those that lack specific meaning (e.g., Leuf). When is such a name choice advantageous? The authors argue that non-semantic names can stimulate consumer curiosity, which increases the persuasiveness of compelling information and improves brand evaluations. They evaluate these propositions in the context of technology brands. Study 1 considers 6,487 Kickstarter crowdfunding campaigns and shows that brands with non-semantic names tend to raise more funding. Study 2 replicates this effect experimentally, while Study 3 demonstrates a curiosity-based underlying process. Study 4 reveals that the effect of non-semantic names is attenuated when compelling brand information is absent. This research complements extant literature by offering a curiosity-based framework for understanding brand name effects and provides actionable recommendations for practitioners.