It’s not just academia.
If I were to get married right now, I would not change my name. I’ve been working in my field, under my current name, for 15 years. There are people all over the country, and a smattering across other parts of the world, that I have interacted with in that time. Yes, I believe that my “brand” could be adversely affected if I were to change my name.
Now- I’m not planning on having any kids. If there was a marriage and kids involved, I would have to rethink the whole thing, since sharing a name with your kids seems to make some interactions much easier.