Writing down my nickname: the role of name reminders in shaping consumer behavioral intentions

Purpose This study aims to theoretically and empirically investigate how name reminders influence consumer behavioral intentions and explore the underlying mechanism and boundary condition of this effect. Design/methodology/approach Four scenario-based experiments (two offline and two online) were conducted to examine the effects of different forms of name reminders on consumer behavioral intentions. The mediating role of self-brand connection and the moderating role of typeface were tested. Findings The results indicate that name reminders, particularly nicknames, significantly enhance consumer behavioral intentions. Specifically, the use of name reminders and nicknames produces stronger positive effects than no name reminders and formal name reminders. The findings further demonstrate that self-brand connection mediates this effect and that the effectiveness of name reminders is moderated by typeface. Originality/value This study theoretically and empirically explains how intimate relationship cues conveyed through name reminders influence consumer behavioral intentions. It enriches the literature by conceptualizing different types of name reminders (nicknames vs formal names) as distinct relational cues and by clarifying the underlying psychological mechanism. The findings also offer actionable implications for firms and policymakers seeking to strengthen long-term consumer relationships through strategically designed personalized communication.