The Sound of Brands
通过六个实验，研究发现品牌名称中的语音重复（如押韵）在念出声时能引发积极情感，从而提升消费者对品牌的评价、交叉销售反应和产品选择，效果受消费者对重复的敏感度等因素影响。
Recent research has demonstrated that linguistic characteristics of brand names can cognitively affect product evaluations. In six experiments, the authors demonstrate that affect arising from sound repetition may also be influential. The results reveal across multiple brand names and product categories that exposure to a brand name that has sound repetition in its phonetic structure and is spoken aloud produces positive affect, which favorably affects consumers’ brand evaluations, reactions to cross-selling, and product choice. The effects are moderated by consumers’ sensitivity to repetition, consumers’ opportunity to experience emotions, and the degree to which the brand name's phonetic sound repetition deviates from linguistic expectations. The authors discuss implications for managers and avenues for further research.