Phonological Fluency: How Syllable Markedness of Brand Names Influences Consumers' Brand Attitudes
This research explores how syllable markedness of monosyllabic brand names influences consumers’ brand attitudes. In two studies, we find the relationship is mediated through processing fluency and perceived brand globalness, and moderated by consumer’s first language. However, these effects vary based on the position and numbers of the consonants.
Citation:
Ai Nhan Ngo, Reto Felix, and Dan King (2021) ,"Phonological Fluency: How Syllable Markedness of Brand Names Influences Consumers' Brand Attitudes", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 912-912.
Authors
Ai Nhan Ngo, University of Texas Rio Grande Valley
Reto Felix, University of Texas Rio Grande Valley
Dan King, University of Texas Rio Grande Valley
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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