John Costello
Marketing
Assistant Professor, Marketing
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Consumer behavior
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Branding
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Messaging
Costello’s Latest News
Costello in the News
MediaPost (subscription)
Misspelled Brand Names: Pro Or Con?
March 14, 2023
John Costello, assistant professor of marketing at Notre Dame's Mendoza College of Business, isn't too sure.
ZME Science
“Lift” not “Lyft” — alternative spellings perceived as insincere and disliked by consumers
March 13, 2023
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.
Fast Company
What do Lyft and Krispy Kreme have in common? This—and consumers hate it
March 10, 2023
“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.
Cosmos Magazine
Misspelld, misconceivd. Uniquely spelld brand names don’t sell
March 09, 2023
“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.