ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

心理科学进展 ›› 2020, Vol. 28 ›› Issue (7): 1071-1082.doi: 10.3724/SP.J.1042.2020.01071

• 研究构想 • 上一篇    下一篇

叠音品牌名称对消费者知觉和态度的影响

魏华1,2(), 汪涛2(), 毛磊3, 冯文婷4, 熊莎莎5   

  1. 1信阳师范学院教育科学学院, 河南 信阳 464000
    2武汉大学经济与管理学院, 武汉 430072
    3中国建设银行博士后科研工作站, 北京 100032
    4中国地质大学(武汉)珠宝学院, 武汉 430074
    5五邑大学经济管理学院, 广东 江门 529020
  • 收稿日期:2019-06-04 出版日期:2020-07-15 发布日期:2020-05-21
  • 通讯作者: 魏华,汪涛 E-mail:weihua19840601@163.com;wangtao@whu.edu.cn
  • 基金资助:
    * 国家自然科学基金青年项目(71702134);国家自然科学基金重点项目(71532011);国家自然科学基金青年项目(71702177);广东省教育厅青年创新人才类项目(2018WQNCX185);信阳师范学院‘南湖学者奖励计划’青年项目(Nanhu Scholars Program for Young Scholars of XYNU)

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

WEI Hua1,2(), WANG Tao2(), MAO Lei3, FENG Wenting4, XIONG Shasha5   

  1. 1College of Education Science, Xinyang Normal University, Xinyang 464000
    2School of Economics and Management, Wuhan University, Wuhan 430072
    3Post-Doctoral Research Station of China Construction Bank, Beijing, 100032
    4School of Jewelry, China University of Geosciences, Wuhan 430074
    5College of Economics and Management, Wuyi University, Jiangmen 529020
  • Received:2019-06-04 Online:2020-07-15 Published:2020-05-21
  • Contact: Hua WEI,Tao WANG E-mail:weihua19840601@163.com;wangtao@whu.edu.cn

摘要:

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。

关键词: 叠音, 品牌名称, 婴儿图式

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.

Key words: repeated two-syllable, brand name, baby schema

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