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

Subjects: Psychology >> Applied Psychology submitted time 2020-04-06

魏华 汪涛 毛磊 冯文婷 熊莎莎

Abstract： 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.

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