The Influence Of Repeated Brand Name On Consumer Perception And Brand Attitude Based On Stereotyped Content Model

Name is the starting point of a person,and brand is no exception.Brand naming is the first step to create a brand,and also an important basis for marketing.Name is an indispensable part of brand creation and a bridge connecting products and customers.In marketing,naming a product is one of the most important decisions made by enterprises.Mr.Traut stressed that "the brand name is as important as its own positioning,even more important than the product positioning." The brand name is crucial to the transmission of brand value and the creation of brand image.Different types of brand names will lead to different perceptions of consumers,and will also affect consumers’ brand attitudes.Therefore,how to name a commodity is one of the important items in marketing psychology research.The voice structure features contained in brand names can greatly affect consumers.Some researchers in this field have studied brand names from the perspective of voice structure features.Reduplication is a common phonetic structure in Chinese,which repeatedly acts on people’s hearing and can enhance people’s perception of speech.The main forms of reduplication are: AA type,AAB type,ABB type,AABB type,ABA type,ABAB type.Among them,AA-style reduplicative names include Didi,Wangwang and Naipin;AAB-style polyphonic brand names include Renren Loan,Liuliu Mei and Bubugao;ABB brand names include Wahaha,Xiangpiaopiao,Pinduoduo and Huolala;ABA brand names include Oreo,Special,Haojiahao,etc;AABB brand names include Baby Kiss,Hi Hi Pipi;ABAB-style brand names are Bilibili,Sibu Sibu and Balabala.Previous studies have confirmed that ABB and ABA three-syllable reduplicated words affect consumers’ perception by activating their infant schema.This paper expands the form of reduplication,explores whether there are differences between the six forms of reduplication on activating consumers’ infant schema,and explores the impact of foursyllable reduplicated words ABAB on consumers’ perception,and consumers’ perception of products and brands will also affect the final brand attitude,This paper innovatively introduces the concept of self-proclaimed degree,combines consumers’ personal characteristics with brand names,and explores the moderating role of consumers’ autonomy in the process of the influence of overlapping brand names(vs.non-overlapping brand names)on consumers’ brand attitudes.In order to test the effectiveness of the materials,this paper first conducted a preexperiment,and then conducted the following three formal experiments to explore the impact of brand name types on consumer perception and brand attitude,and reached the following conclusions:(1)Compared with non-overlapping brand names,overlapping brand names have a higher degree of activating consumers’ infant schema,and consumers feel that overlapping brand names are more like infants;There is no significant difference in the degree of activation of consumer infant schema by different forms of overlapping brand names.(2)Compared with non-overlapping brand name(AB type),overlapping brand name(ABAB type)makes consumers perceive it more like an infant by activating the infant icon of consumers,and then more aware of the brand’s warm attribute and less aware of the brand’s ability attribute.(3)The degree of autonomy of consumers plays a moderating role in the influence of different brand name types on consumers’ brand attitudes.Specifically,consumers with high degree of autonomy are more inclined to non-overlapping brand names,while consumers with low degree of autonomy are more inclined to overlapping brand names.On the basis of previous studies on the perception and attitude of the reduplication in brand names to consumers,this paper expands the form of the reduplication,explores the extent of the infant schema activated by the reduplication more comprehensively,and further improves the study of the infant schema activated by the reduplication;It explores the impact of the four-syllable reduplicated word ABAB on consumer perception,and enriches the study of reduplication on consumer perception;It also introduces the moderating variable: the degree of consumer autonomy to study the impact of brand name on consumer attitudes,which enriches the relevant research on the degree of autonomy.The research in this paper provides necessary reference and guidance for enterprises to choose an appropriate name for the brand before they expect to build a successful brand.