Topic: Pronounced as Prestigious: How Stress Patterns in Brand Name Pronunciations Influence Perceived Luxuriousness

Speaker: SU Lei, City University of Hong Kong

Time: April 17, 2025, 10:00

Venue: EMS 319

Abstract:

Stress, the accentuated pronunciation of a syllable in an English word, is a fundamental phonetic feature that individuals frequently encounter and can readily identify upon hearing. However, scant marketing research has investigated how stress patterns—specifically, whether the stressed syllable occurs at the front (e.g., Luvwar /ˈlʌvwɑːr/) or back (e.g., Luvwar /lʌvˈwɑːr/) of a brand name’s pronunciation—can influence consumers’ perceptions and subsequent behavior. Through ten studies, including eight lab experiments and two field data analyses utilizing sound spectrograms and text mining techniques, this research demonstrates that back (vs. front) stress patterns featured in brand name pronunciations enhance consumers’ perceived brand luxuriousness and increase their willingness to pay for the advertised products. This effect is serially mediated by perceived pronunciation intricacy and a sense of brand name sophistication. This research also finds that the effect diminishes when the brand name contains positive or negative connotations, when it features a sophisticated naming story, and when individuals are sound-insensitive. The findings provide marketing practitioners with actionable implications that leveraging brand name pronunciation can effectively elevate brand perception and image, especially for those targeting high-end markets.

Guest Bio:

Dr. Lei Su is an Associate Professor (with tenure) at the City University of Hong Kong. Her research focuses on consumer behaviour, and she is also handling multiple-methods research by synergizing her expertise in consumer behaviour and knowledge in big data analytics. Her recent research interests include digital communication, Al and new technology, social and socioeconomic influence, and psycholinguistics. Her research has been published in top-tier marketing journals, including Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. She has led grant-funded research projects over the years as Principal Investigator and achieved an award for the best paper at a prestigious international conference. Professor Su is also the program director for the marketing MSc program in the College of Business, City University of Hong Kong.