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Advances in Psychological Science    2020, Vol. 28 Issue (7) : 1071-1082     DOI: 10.3724/SP.J.1042.2020.01071
Conceptual Framework |
The effect of repeated two-syllable brand name on consumers’ perception and attitude
WEI Hua1,2(),WANG Tao2(),MAO Lei3,FENG Wenting4,XIONG Shasha5
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
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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.

Keywords repeated two-syllable      brand name      baby schema     
ZTFLH:  B849: F713.55  
Corresponding Authors: Hua WEI,Tao WANG     E-mail: weihua19840601@163.com;wangtao@whu.edu.cn
Issue Date: 21 May 2020
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Hua WEI
Tao WANG
Lei MAO
Wenting FENG
Shasha XIONG
Cite this article:   
Hua WEI,Tao WANG,Lei MAO, et al. The effect of repeated two-syllable brand name on consumers’ perception and attitude[J]. Advances in Psychological Science, 2020, 28(7): 1071-1082.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2020.01071     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2020/V28/I7/1071
  
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