叠音品牌名称对消费者知觉和偏好的影响

The effect of repeated two-syllable brand name on consumer's perception and preference

品牌名称是重要的品牌资产,在传递品牌价值、构建品牌形象和凸显品牌特征的过程中起到关键作用。以往研究发现,品牌名称的语义特征和语音特征都会对消费者知觉和偏好产生影响,但少有研究考察品牌名称语音特征中叠音的作用。本研究将从婴儿图式的角度,基于刻板印象内容模型,通过4个实验考察叠音品牌名称对消费者知觉和偏好的影响,并检验元音特征和产品类型的调节作用。研究结果表明:(1)与非叠音品牌名称相比,叠音品牌名称会让消费者觉得该品牌更像婴儿,进而感觉该品牌更加温暖,但是能力更低。(2)叠音对于消费者温暖知觉的影响受到元音特征的调节。当品牌名称中含有前元音时,叠音对于温暖知觉的影响会削弱。(3)叠音对于消费者偏好的影响受到产品类型的调节。对于享乐型产品,消费者更偏好叠音品牌名称;对于实用型产品,消费者更偏好非叠音品牌名称。本文为品牌名称的设计提供了指导,同时也丰富了婴儿图式和刻板印象内容模型的理论内涵。

Brand name is significant brand equity. It plays a vital role in delivering brand value, building brand image and highlighting brand characteristics. Previous research found that the semantic and phonetic features of a brand name would influence consumers＇ perception and preference. There is rarely any research paid attention to the function of repeated two-syllables. From the perspective of baby schema and based on stereotype content model, this study examined the effect of repeated two-syllable brand name on consumers＇ perception and preference and verified the moderating effects of vowel features and product type. We investigated the effect of repeated two-syllable brand name on consumers＇ perception through 3 studies and 4 experiments. Study 1 examined the effect of repeated two-syllable brand name on baby schema and warm-competence perception by 2 experiments. Experiment 1 conducted single factor experiment（repeated and non-repeated） with 72 valid participants, including 29 males and 43 females, averaging 20.29 years of age. Compared to non-repeated ones, the results of the experiment suggested, repeated two-syllable brand names were more baby-like evaluated by consumers. Experiment 2 also used single factor experiment design（repeated and non-repeated）. 263 valid participants were obtained, including 120 males and 143 females, averaging 21.74 years of age. The results showed that repeated two-syllable brand name was more likely to be regarded as baby with more warmth and less competence. And baby schema mediated the repeated two-syllables and warmth-competence perception. Study 2 looked into the moderation of vowel features between repeated two-syllable brand name and consumers＇ perception. We adopted a 2（repeated vs. non-repeated） × 2（vowel and non-vowel） double factors between subjects design with 253 valid participants, including 203 males and 50 females, averaging 18.52 years of age. The results of the study indicated that the effect of repeated two-syllables on consumers＇ warmth perception was moderated by vowel features. When a brand name contained front vowel, the effect would be weakened. Study 3 examined, with 1 experiment, the product type as moderation between repeated two-syllable brand name and consumer preference. A 2（repeated two-syllable feature： repeated vs. non-repeated） × 2（product feature： hedonic and utilitarian） double factors mixed design was adopted, among which the product feature was between-group factor and repeated two-syllable feature was in-group factor. 104 valid participants were obtained, including 53 males and 51 females, averaging 32.94 years of age. The results showed that the effect of repeated two-syllables on consumers＇ preference was moderated by product type. With regard to hedonic product, consumers＇ preferred repeated two-syllable brand names; utilitarian product, however, they favoured non-repeated two-syllable brand names. Although there were a few studies about phonetic features of brand name, they mostly focused on the effect of single phonetic features（front vowel, back vowel） on consumers＇ perception. Hardly any studies examined phonetic structural features. This study expanded the phonetic research of brand name from single phonetic features to phonetic structural features and provided a new perspective for brand name research.