Meaning or Sound? The Effects of Brand Name Fluency on Brand Recall and Willingness to Buy
DOI: 10.1080/10496491.2014.946203
Title: Meaning or Sound? The Effects of Brand Name Fluency on Brand Recall and Willingness to Buy
Journal Title: Journal of Promotion Management
Volume: Volume 20
Issue: Issue 5
Publication Date: October 2014
Start Page: 521
End Page: 536
Published online: 5 Nov 2014
ISSN: 1049-6491
Affiliations:
a Ball State University, Muncie, Indiana, USA
b University of Denver, Denver, Colorado, USA
Abstract: This research argues that both Meaning fluency (conceptual fluency) and sound fluency (perceptual fluency) of a brand name affect brand evaluations. Specifically, this research investigates the effects of brand name Meaning and sound fluency through an application of information processing fluency theory. The results provide insight into previously unexplained findings in the brand management literature. Two experiments demonstrate that perceptually more fluent brand names lead to higher brand recall, for perceptually less fluent brands names, high conceptual fluency leads to higher brand recall and in cases of low consumer involvement, high perceptual fluency leads to higher willingness to buy.

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