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)
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Abstract
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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Selecting good brand names for products is a critical step for marketers, and many aspects of a brand name influence brand perceptions. Three experiments investigated the effects of phonetic symbolism (the impact of sound on meaning) on brand name preference, the extent to which these effects generalize to other languages, and the processes that underlie these effects. When choosing brand names, French-, Spanish-, and Chinese-speaking participants who were bilingual in English preferred words in...
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Two experiments investigated the effects of phonetic symbolism on brand name preference. Participants indicated preference for fictitious brand names for particular products (or for products with particular attributes) from word pairs that differed only on vowel sound (e.g., front vs. back vowels, or vowel sounds associated with positive vs. negative concepts). Participants preferred brand names more when the attributes connoted by the vowel sounds (e.g., small, sharp) were positive for a produc...
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List of figures List of tables List of maps List of appendices A note for course organisers and class teachers on the use of this book Contents Introduction Part I. Sounds: 1. Introduction 2. Sounds and suprasegmentals 3. Sound variation 4. Sound change 5. Phonemes, syllables and phonological processes 6. Child phonology 7. Processing sounds Part II. Words: 8. Introduction 9. Word classes 10. Building words 11. Morphology across languages 12. Word meaning 13. Children and words 14. Lexical proce...
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