16 One must chant with respect and veneration
Knowing that Sri Krsna is present in His name, pure devotees chant with full respect and veneration:
Devotees of the Personality of Godhead know that Sri Krsna son of the King of Vraja, is the Absolute Truth. They do not discriminate between Sri Krsna’s name, form, quality and pastimes. One who wants to separate the Lord’s absolute name, form and qualities must be understood to be lacking in absolute knowledge. A pure devotee knows that when he chants the transcendental name Krsna, Sri Krsna is present as transcendental sound. He therefore chants with full respect and veneration.
– Sri Caitanya caritamrta Adi lila 2.11