语音象征视角下的儿童品牌名称研究:元音特征的作用

A Study of Children Brand Name from the Perspective of Sound Symbolism:the Role of Vowel Features

在中国,儿童品牌的竞争非常激烈。对于儿童品牌来说,应该取一个什么样的品牌名称呢?本研究基于语音象征理论考察了元音特征对消费者品牌知觉和儿童品牌偏好的影响及其作用机制和边界条件。通过5个实验的研究,结果发现:(1)与后元音品牌名称相比,前元音品牌名称更让消费者感觉该品牌更小、更轻和更软,也更像儿童品牌。(2)对于儿童品牌,消费者更喜欢前元音品牌名称。(3)元音特征对于消费者品牌知觉和儿童品牌名称偏好的影响受叠音特征的调节。对于非叠音的儿童品牌,元音特征会影响消费者知觉,消费者也更加偏好前元音品牌名称;对于叠音儿童品牌,元音特征不会影响消费者知觉和偏好。本研究的结果表明品牌名称元音特征会通过物理特征知觉影响儿童品牌知觉,叠音特征具有调节元音特征对品牌知觉和偏好的作用。

With the development of children's consumption,there are more and more new children's brands.In China,with the promotion of the second child policy,the competition of children's brands will become even more intense.For children's brands,what kind of brand name should be taken?Based on sound symbolism theory,this study examines the influence of vowel features on children's brands preference and consumer brand perception.The results show that:(1)compared with the brand name of the latter,the former vowel brand name will make consumers feel the brand is smaller,lighter and softer,and more childlike.(2)For children's brands,consumers prefer the former vowel brand name.(3)The influence of vowel features on consumer brand perception and children's brand name preference is regulated by the repeated two-syllable features.For non-repeated children's brands,vowel features affect consumer perceptions and consumers prefer pre-vowel brand names;vowel features do not affect consumer perceptions and preferences for repeated children's brands.The results of this study indicate that vowel features of brand names influence children's perception through physical feature perception,and two-syllable feature moderates the effect of vowel features on brand perception and preference.