Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation
作者： Yeqing Bao , Alan T. Shao , Drew Rivers
DOI: 10.2501/S002184990808015X
关键词: Simplicity 、 Connotation 、 Context theory 、 Brand preference 、 Relevance (information retrieval) 、 Advertising 、 Linguistics 、 Psychology 、 Field research 、 Pronunciation 、 Foundation (evidence) 、 Marketing 、 Communication
摘要: ABSTRACT Field research and a laboratory study were conducted to empirically examine the effects of brand relevance, connotation, pronunciation on consumers9 preferences for new names. The context theory memory retrieval simplicity principle provided foundation our hypotheses. In both cases, results supported main names preference. addition, showed that contribution connotation will be attenuated if name is difficult pronounce.
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