叠音品牌名称对消费者知觉和态度的影响

The effect of repeated two-syllable brand name on consumers’perception and attitude

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(元音、辅音)都会对消费者知觉和态度产生影响,但少有研究考察叠音这种语音结构特征的作用。从婴儿图式的角度,考察叠音品牌名称对消费者知觉和态度的影响,并检验其作用机制和边界。具体内容包括:(1)考察叠音品牌名称对消费者品牌知觉(物理特征知觉、心理特征知觉)及其消费者态度的影响及其作用机制。(2)检验内部语音特征和外部线索特征在叠音品牌名称与消费者知觉之间的调节作用。(3)检验产品类型特征和消费者特征在叠音品牌名称和消费者态度之间的调节作用。

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.From the perspective of baby schema,we examine the effect of repeated two-syllable brand name on consumers’brand perception(physical perception and psychological perception)and consumers’attitude,and also verify the mechanism and boundary of the effect.More specific expositions are as follows:(1)Examining the effect and mechanism of repeated two-syllable brand name on consumers’physical perception,psychological perception and attitude;(2)Verifying the moderating effect of the internal phonetic feature and the external cuing feature between the repeated two-syllable brand name and consumers’perception;(3)Verifying the moderating effect of product type and consumers’feature between the repeated two-syllable brand name and consumers’attitude.