ORCID

Document Type

Article

Abstract

PurposeDrawing 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/approachAcross 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.FindingsHomophonic 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/valueThis 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.

Publication Date

2026-08-14

Publication Title

Journal of Research in Interactive Marketing

ISSN

2040-7122

Acceptance Date

2026-01-01

Deposit Date

2026-09-09

Funding

This research is funded by The Middle-Aged and Young Teachers' Basic Ability Promotion Project of Guangxi [Grant number: 2022KY0122] and Guangxi Minzu University [Grant number: 2020MDSKRC07 and 2020MDSKRC08].

Keywords

Homophonic store names, Brand image, Persuasion knowledge, Perceived pleasure, Informational cues, Interactive marketing

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

First Page

1

Last Page

20

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