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

Christina Kuehnl and Alexandra Mantau

International Journal of Research in Marketing, 2013, vol. 30, issue 4, 417-420

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.

Keywords: Sound symbolism; Psycholinguistics; International brand name; Replication (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:4:p:417-420

DOI: 10.1016/j.ijresmar.2013.05.002

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