網際網路的興起，人與人之間的溝通管道有很大改變，從面對面溝通轉為透過網路互通消息，使得愈來愈多人在網路上撰寫自己的心得與經驗。網路平台撰文格式自由，消費者為了增加獨特性，或避免商業意圖，消費者常使用非正式名稱代替原品牌名稱進行討論產品訊息，我們將這些非正式名稱稱為品牌暱稱（Nickname）。
這些品牌暱稱可能經由品牌Logo圖形、諧音、背景涵意、標語；經過時間的演變，品牌暱稱成為人們用來稱呼品牌的習慣，本研究討論品牌暱稱對於消費者行為之影響。首先，研究消費者對品牌暱稱的瞭解，消費者使用品牌暱稱情況，其次，我們進行量化的實驗設計探究當暱稱出現時對消費者的影響，結果表明品牌暱稱與正、負面口碑訊息會有顯著的交互效果，消費者會有不同的反應。

Since the rising of the Internet, the channel of communication has been changed among human beings. People used to communicate with others face-to-face however people now get news through the Internet. Nevertheless more and more people share their own ideas and experiences on the Internet, consumers prefer the uniqueness or avoid the commercial intention; they often use the informal names replacing the original brand names to discuss product information. We call the informal names as brand nicknames.
These brand nicknames might come from the brand Logo graphics, homophonic, background and slogans and people get used to use the brand nickname. The study discusses the effects of brand nickname on consumer behavior. First, we want to understand the situation that consumers use brand nickname and what kind of brand nickname. Then, we conducted quantitative experiments to explore the impact on consumers when the nickname appears. These results show that the Word-of-Mouth valence significantly moderates the relationship between brand nickname and consumer behaviors.

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