John Costello

Assistant Professor, Marketing


381 Mendoza College Of Business
Notre Dame, IN 46556
+1 574-631-5171

Assistant Professor, Marketing

  • Consumer behavior

  • Branding

  • Messaging


Costello’s Latest News

Costello in the News

Misspelled Brand Names: Pro Or Con?

John Costello, assistant professor of marketing at Notre Dame's Mendoza College of Business, isn't too sure.

“Lift” not “Lyft” — alternative spellings perceived as insincere and disliked by consumers

The study was carried out by John Costello, assistant professor of marketing at Notre Dame’s Mendoza College of Business, along with Jesse Walker and Rebecca Walker Reczek from Ohio State University.

What do Lyft and Krispy Kreme have in common? This—and consumers hate it

“Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere,” lead researcher John Costello told Notre Dame News.

Misspelld, misconceivd. Uniquely spelld brand names don’t sell

“We discreetly observed and recorded participants’ seltzer sampling choices to measure the impact of an unconventionally spelled brand name on real product choice,” says lead author John Costello, assistant professor of marketing at Notre Dame.