So fun! How fun brand names affect forgiveness of hedonic and utilitarian products

Fun brand names created through the use of fun fonts, symbols, unique spelling, and linguistic creativeness are ubiquitous in the marketplace. In this research, we examine when and how fun brand names can influence consumers' willingness to forgive. Specifically, we argue that a fun brand name can buffer against the negative consequences of brand transgression, but only when the product is utilitarian. Relying on an inconsistency-based explanation, we propose that a fun brand name for a utilitarian (vs. hedonic) product induces consumer perceived inconsistency, which activates a concrete mindset, lowers negative emotions, resulting in positive consequences namely, a greater willingness to forgive in the event of a brand transgression. Across one text analysis study and three randomized experiments, we provide evidence for the inconsistency-based account, while also testing alternative explanations. Finally, we provide insights into the effect of fun brand names with utilitarian products and offer implications for marketing strategy and public policy.