Author: Annika Abell, Assistant Professor of Marketing, University of Tennessee

Consumers don’t mind when companies use misspelled words – think Lyft for “lift” or Froot Loops for “fruit loops” – as their brand names, as long as the alterations aren’t too extreme and the misspelling makes sense. Those are the main findings of a new peer-reviewed paper I published with fellow marketing scholar Leah Warfield […]