声显尊贵：品牌名重音模式对奢侈感知的影响
发布时间：2025-06-10
6月
10
|
时间和日期
|
2025-06-10 (星期二) 01:30 上午
-
12:00 下午
|
| 标题: | 声显尊贵：品牌名重音模式对奢侈感知的影响 |
| 日期和时间: |
2025年6月10日（周二） 10:30-12:00 |
| 地点 | 综合教学楼D904会议室 |
| 主讲人: |
苏磊教授 香港城市大学 |
| 摘要: | Despite the pervasiveness of stress patterns, a phonetic feature embedded in all multi-syllabic brand names, no prior research has examined how stress patterns in brand name pronunciations shape consumers’ brand perceptions and their psychological mechanisms. Using a multimethod approach that incorporates eleven studies, including two secondary data analyses (over 8,769 real-world brand names and 871,351 online reviews) and nine experiments (total N = 2,917), the authors demonstrate that brands with back-stressed names (e.g., Velorin /vɛˈloʊrɪn/) are perceived as more luxurious than those with front-stressed names (e.g., Velorin /ˈvɛloʊrɪn ). They further show that this effect occurs because back- (vs. front-) stressed brand names evoke stronger perceived pronunciation intricacy, which in turn enhances consumers’ luxury perceptions of the brand. Furthermore, the authors demonstrate that the observed effect attenuates in the presence of pre-existing brand name associations, when luxury brand narratives are provided, and among sound-insensitive individuals. The research findings offer valuable insights for marketers seeking to enhance luxury positioning through strategic brand naming. |
| 主讲人简介: | 苏磊教授现任香港城市大学副教授。她的研究专注于消费者行为领域，近期研究方向包括数字传播、社会影响、人机交互（HCI）及心理语言学。其研究成果发表于《Journal of Marketing Research》《Journal of Consumer Research》《Journal of Marketing》《Journal of Consumer Psychology》等市场营销学顶级期刊。 作为首席研究员，她多年来主持多项资助研究项目，并曾在知名国际会议上荣获最佳论文奖。苏教授目前担任市场营销学硕士项目主任。 |
