中文摘要：

中国仿洋和仿古品牌名称大量存在,国外也有类似实践和文献研究。但目前研究中尚无文献全面测量仿洋和仿古品牌名称的应用效果,也缺乏对产生这种效果的消费者心理作用机制的研究。本文通过实验研究发现中国仿洋和仿古品牌名称对品牌联想和偏好等心理指标有显著的作用效果。更为重要的是,该研究首次证明了品牌名称的心理作用机制假设,因而能够调控消费者对两种品牌名称的反应。

英文摘要：

Foreign branding and local branding have been frequently used in China＇s marketing practices.Though there is some research worldwide,there is no specific research focusing on the effects and psychological mechanism of them.The article shows how brand names affect consumers＇ attitudes and preferences.More importantly,the study,for the first time,finds out the psychological mechanism hypotheses,which make it possible to regulate consumers＇ reactions to two kinds of brand names.