The sound of branding: how homophonic store names shape perceptions through pleasure and persuasion

Purpose
Drawing on attribution theory and an interactive marketing perspective, this research examines how homophonic (vs. non-homophonic) store names, conceptualized as a form of offline consumer–message interaction, influence brand image through inferential and affective pathways and how informational cue type moderates these mechanisms.

Design/methodology/approach
Across three scenario-based experiments, this research tests the effects of homophonic versus non-homophonic store names and examines the moderating role of informational cue types, including image-based, text-based and no-cue conditions.

Findings
Homophonic names enhanced brand image via a dual-path mechanism: positively valenced persuasion knowledge, reflecting favorable inferences about merchant motives and perceived pleasure from meaning resolution. Image-based cues most clearly amplified both the rational and affective pathways.

Originality/value
This research extends interactive marketing and consumer psychology literature by demonstrating how consumers construct brand meaning from offline messages and providing practical implications for tourism retailers' naming and signage strategies.