General::tag weird behavior

Is there anyone here who can explain this strange behavior? Consider the following code:

ClearAll[f]General::generaltag = "This is a general message";f::fspecifictag = "This is a f-specific message";

Then

General::generaltagf::generaltagf::fspecifictag

evaluates to

While the Message function works as expected despite the unevaluated middle expression,

Message[General::generaltag]Message[f::generaltag]Message[f::fspecifictag]

yielding

StringForm fails on the middle expression and ends up with

However, repeating definition of the General message name without prior ClearAll,

General::generaltag = "This is a general message";

will fix everything, giving for both

General::generaltagf::generaltagf::fspecifictag

and

StringForm[General::generaltag]StringForm[f::generaltag]StringForm[f::fspecifictag]

(the Message behavior remains unchanged). Reusing the the very first code with ClearAll would bring everything back to the original situation.

I appreciate any advice or tips.