Staying true to your word: how brand name pronounceability shapes brand credibility in marketing communication
Guardado en:
| Publicado en: | Current Psychology vol. 44, no. 1 (Jan 2025), p. 479 |
|---|---|
| Publicado: |
Springer Nature B.V.
|
| Materias: | |
| Acceso en línea: | Citation/Abstract Full Text - PDF |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| Resumen: | Building trust is always seen as a firm’s long-term goal. Yet, little is known about creating a credible brand by taking brand name pronounceability design as the starting point. Diverse strategies of brand name pronounceability design widely exist in marketing practice; some are fairly easy to pronounce, while others are strange and mouthful (e.g., “Deloitte” versus “Ernst & Young”). Three main studies were conducted to explore the effect. Drawing on the perceptual fluency/misattribution (PF/M) model, the current research suggests that brand name pronounceability boosts misattribution to ad truthiness, leading to better evaluations of brand credibility. However, this influence does not extend to contexts when the brand name is subtly presented. This research (1) provides deep insight into the dimensions of brand name pronounceability, (2) refines the application perspectives of the PF/M model, and (3) critically supplements the research stream of brand name pronounceability aftereffects. Also, our findings provide practical guidance for marketers and brand managers. |
|---|---|
| ISSN: | 1046-1310 1936-4733 0737-8262 |
| DOI: | 10.1007/s12144-024-07171-2 |
| Fuente: | Psychology Collection |