Same sound, same preference? Investigating sound symbolism effects in international brand names

Published on Dec 1, 2013in International Journal of Research in Marketing
· DOI :10.1016/J.IJRESMAR.2013.05.002
Christina Kuehnl9
Estimated H-index: 9
(UMA: University of Mannheim),
Alexandra Mantau2
Estimated H-index: 2
(University of Stuttgart)
This study replicates the interaction by language, vowel sound, and car type as first shown by Shrum, Lowrey, Luna, Lerman, and Liu (2012). Contrasting Lowrey and Shrum (2007), however, English speaking natives generally prefer front vowels (such as [e] in bed) regardless of car type. Extending these studies to consonants, most subjects prefer plosives (such as [k] in key) in international brand names for SUVs. A further extension shows a common pattern of sounds eliciting product attribute associations across languages.
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