Phonetic Symbolism and Brand Name Preference
Abstract
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...
Paper Details
Title
Phonetic Symbolism and Brand Name Preference
Published Date
Oct 1, 2007
Journal
Volume
34
Issue
3
Pages
406 - 414
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