Author(s): Winston Asiedu Inkumsah, Ebenezer Arthur Duncan, Michael Kwame-Adjei, Juliana Akushika Andoh, Peter Kwasi Kodjie
The complexities of consumer-brand relationships in emerging markets constitute a relatively uncharted territory, with Ghanaian consumer behavior presenting an intriguing case study. This investigation examines the impact of Ghanaian brands' strategic use of nicknames and consumer names on trust, perceptions, and disposal behaviors. Employing a quantitative, cross-sectional design, the study surveyed 650 Ghanaian online consumers, leveraging established scales with robust psychometric properties. Findings reveal that nickname impression and personalized naming significantly influence trust and responsible disposal practices, underscoring the crucial role of cultural identity in shaping consumer behavior. Cultural identity is also found to moderate the relationship between personalized naming strategies and brand perceptions, highlighting the necessity of culturally tailored approaches. Extending Social Identity Theory to this context, the study provides a nuanced understanding of the naming bonds underpinning consumer-brand relationships, furnishing a foundation for future research and informing effective branding strategies in Ghana and beyond.