Implicit and explicit preferences for brand name sounds

Ruth Pogacar (), Michal Kouril, Thomas P. Carpenter and James J. Kellaris
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Ruth Pogacar: University of Calgary
Michal Kouril: Cincinnati Children’s
Thomas P. Carpenter: Seattle Pacific University
James J. Kellaris: University of Cincinnati

Marketing Letters, 2018, vol. 29, issue 2, No 9, 259 pages

Abstract: Abstract This research shows that people implicitly and explicitly prefer sounds that are more common among top brand names (e.g., “S,” “M,” “L,” and “E”). Implicit preferences correlate with explicit willingness to pay more for hypothetical brands with preferred sounds. This suggests that the prevalence of certain sounds among top brands may be a reflection of people’s phonetic preferences. We examine possible processes underlying phonetic preferences, and offer evidence excluding phonetic embodiment, pronunciation-based fluency, and familiarity-based fluency. The results suggest a phonetic frequency process account. Substantively, these findings indicate that certain sounds should be given priority when crafting brand names.

Keywords: Branding; Phonetic preferences; Sound symbolism; IAT; Phonetic frequency; Phonetic embodiment; Fluency (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/s11002-018-9456-7

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