A Study On The Influence Of ABA Type Brand Name On Consumer Perception And Preference

Brand is to identify a seller of a product or service,which is the brand name of the first element in the brand value and it plays a key role.Brand names are different will affect consumer perception of the product,thus influence consumers' purchase intention.And phonetic structure characteristics of the brand name on consumers particularly obvious.Therefore,how to name is one of the important topics in the field of consumer psychology.Researchers from the perspective of repeated two-syllable structure characteristics,Repeated two-syllable is a common form of language in Chinese,its effects on people's auditory sensation repeatedly,can enhance the feelings of people in sound.The predecessors have confirmed that ABB brand names effect consumers' perception and preference.In real life,we can also find many ABA brand names.So what's the impact of these brand names on the perception of consumers? Will it also enable consumers to feel the infant attribute in the brand? Is there a gender difference in this perception? Is the ABA brand name different for consumers' preferences due to different product types? Therefore,in this study,college students as subjects,first examine ABA type brand name activated the baby schema degree on the consumers(experiment one),and then examine the ABA type brand name effect on consumer perception,perceived capacity and warmth(experiment two),Thirdly,impact analysis practical and hedonic products ABA type brand name on consumer preference(experiment three),at the end of the feminine and masculine products ABA type brand name effect on consumer preference(Experiment four).Through the above four experiments,this study obtains the following conclusions:(1)Non-repeated brand name(AB type,ABC type),compared repeated two-syllable brand name(ABA type and ABB type)can activate more consumers of baby schema,so that consumers feel the brand is more like a baby;among them,ABA type and ABB type is not significant for consumer activation of baby schema level the difference,but the ABB type baby schema activation level was slightly higher than ABA;more women than men feel the brand as a baby.(2)Consumers perception have ABA type name brand is more like a baby,so as to perceive its warmth,but the lack of ability;female consumers more easily perceived attributes of the brand in the warm reduplicated than male consumers,compared with male consumers,perceived less the ability.(3)For the hedonic products,consumers love degree of type of brand name ABA is higher than the AB brand name;for the practical products,consumers love degree of AB type brand names are all higher than that of ABA type brand name.(4)For feminine products,consumers love degree of type of brand name ABA is higher than the AB brand name,which compared with the male consumer preferences of female consumers on the ABA brand name for more;masculine products,consumer preferences for AB type brand name is higher than that of ABA type brand name.