Balancing uniqueness and patronage: the dual impact of brand name complexity on consumer behavior

Purpose Marketers of new brands increasingly utilize complex names to draw consumers’ attention. Although complexity can make a brand stand out, whether it encourages or discourages consumers’ patronage intention remains unclear. To address this issue, the research explores the double-edged sword of brand name complexity on consumers’ patronage intention, mediated by uniqueness perception and psychological distance. It also examines the moderating effect of brand self-introduction. Design/methodology/approach Three between-subjects experimental studies were conducted across different scenarios and brands. In Study 1 ( N = 151), a single-factor (simple name vs complex name) between-subject design examined the mediating effect of uniqueness perception between brand name complexity and consumers’ patronage intention. Study 2 ( N = 112) replicated this design to test the mediating effect of psychological distance. Study 3 ( N = 231) conducted a 2 (simple vs complex name) × 2 (no introduction vs self-introduction) between-subject design to test the moderating effect. Findings The results indicate that a complex brand name (vs simple) can make the brand appear more unique, thereby increasing patronage intention. However, complexity also creates a sense of psychological distance, which can reduce patronage intention. Further, our results reveal that brand self-introduction can attenuate the association between brand name complexity and psychological distance. Originality/value This research extends brand name strategy literature by addressing the dual impact of brand name complexity on patronage intention, particularly emphasizing the impact of brand name complexity on psychological distance for a new brand. Additionally, the findings offer practical insights for marketers, highlighting that brand self-introduction is a key strategy to reduce psychological distance. This underscores the importance of balancing complexity with clear and effective communication.