Lin-Rong Fan

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

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...

Translating without blushing: The role of generative artificial intelligence in mitigating embarrassment in international tourism consumption