叠音品牌名称对消费者知觉和态度的影响  

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

作　　者：魏华[1,2] 汪涛[2] 毛磊[3] 冯文婷 熊莎莎[5] WEI Hua;WANG Tao;MAO Lei;FENG Wenting;XIONG Shasha(College of Education Science,Xinyang Normal University,Xinyang 464000;School of Economics and Management,Wuhan University,Wuhan 430072;Post-Doctoral Research Station of China Construction Bank,Beijing,100032;School of Jewelry,China University of Geosciences,Wuhan 430074;College of Economics and Management,Wuyi University,Jiangmen 529020)

机构地区：[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

出　　处：《心理科学进展》2020年第7期1071-1082,共12页Advances in Psychological Science

基　　金：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)资助。

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。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.

关 键 词：叠音 品牌名称 婴儿图式 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]