Психологічні особливості розуміння назви бренду у формі різних варіантів чоловічого та жіночого імен

Abstract

Objective. The purpose of the study is to analyse the psychological peculiarities of understanding the brand name in the form of different variants of male and female personal names that function in different national anthroposystems, to identify trends and patterns of influence of the brand name on the image of the nominated object and consumer expectations. Methods. The research was conducted using a set of theoretical (induction, deduction, analysis, synthesis, generalisation, systematisation), psychological and psycholinguistic methods (controlled associative experiment, scaling). Results. It was found that in most cases, the names of cafes and hotels attract the attention of respondents and evoke appropriate reactions in the form of conscious or unconscious interpretation. The significance of their influence on customer expectations at the reception stage reaches 20%, and the names in the form of a male name have Психол огічні особливості розуміння назви бренду у формі різних...8© Акімова, Н., Чорноус, О., Варнавська, І., Акімова, А., Акімова, А. a greater impact, regardless of the object of the nomination. Among the various variants, names written in a foreign language, which are rarely used in Ukrainian realities, proved to be the most difficult to perceive. In 74% of cases, it was important for consumers what variant of a male name was used for a brand name. At the same time, the male name in the café name attracted the most attention, which may be due to the gender stereotype and experience of the respondents. The rational interpretation of the names was almost without difficulty, although the category of cafes with male names turned out to be the easiest in this regard. The most consistent is the attitude towards the objects of the nomination with a male name in the national version written in Cyrillic, as well as brand names in the form of an exotic female name. It is noteworthy that cafes and hotels with names in the form of different names are usually perceived positively, but the most attractive are cafes with female and male names. Conclusions. When choosing a name for a hotel or cafe, it is worth paying attention to unsuccessful models of name construction, as some of them may be too complex and cause a conflict of interpretation, while others may not be clear enough for the consumer due to a lack of experience and creativity. It is also worth noting that the spelling of the name in Cyrillic or Latin does not significantly affect the attractiveness of the nomination object, but the best combinations in the proposed study were hotels with an original male or traditional female name written in Latin. It is also important to note that the most homogeneous reactions are to cafes with male and female names, so we consider these naming models to be the most successful. Given the activation of reception, naming using the native language is more effective. However, given the fact that we have identified qualitatively different expectations from objects with English and Ukrainian name variants, we believe it is constructive to take into account consumer expectations when choosing a language for the brand name.