Impact of Indian Quirky Brand Names on Consumer Preference & Likeability: A Quantitative Study

The paper investigates the impact of quirky, funny brand names on consumer preferences and likeability. Extant research has stated time and again that brand names influence consumer preferences and likeability to a large extent. Marketers have laid several guidelines to be followed while giving a brand its name. However, with changing times, increased competition, few notable brands such as “Chumbak”, “Bewakoof”, Pink- Wasabi, FarziCafe and many more have been found to challenge the naming norms. The paper explores consumer preferences and likeability with respect to Indian quirky brand names in young adults and thereby adds to the already existing body of knowledge regarding rules of branding. Finally the research shall present results, findings and future recommendations.