ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2020, Vol. 28 ›› Issue (7): 1071-1082.doi: 10.3724/SP.J.1042.2020.01071

• Conceptual Framework • Previous Articles     Next Articles

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

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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