Sound symbolism effects across languages: Implications for global brand names

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...