When is Kiki Round? When Gender Cues Disrupt Brand Name Sound Symbolism

Ruth Pogacar, Robert Wyer, Jinhee Huh, Hannah Walker, L. Shrum and Tina Lowrey
Additional contact information
Ruth Pogacar: University of Calgary
Robert Wyer: HKUST - Hong Kong University of Science and Technology
Jinhee Huh: University of Calgary
Hannah Walker: University of Calgary
L. Shrum: HEC Paris - Ecole des Hautes Etudes Commerciales
Tina Lowrey: HEC Paris - Ecole des Hautes Etudes Commerciales

Working Papers from HAL

Abstract: Sound symbolism research finds that brand names with angular sounds (e.g., Kiki) are associated with angular logos and with femininity, whereas brand names with round sounds (e.g., Baluma) are associated with round logos and with masculinity. Yet, round logos are associated with femininity and angular logos with masculinity. Given this seeming contradiction, how should brand name, logo, and gender be combined to maximize brand appeal? In two preregistered experiments, we show that shape-gender associations dominate sound symbolism effects and therefore drive logo shape preference. However, question framing moderates logo preferences: sound symbolism influences which name-logo pair fits best, whereas gender associations influence what consumers like best.

Keywords: Gender; Logo; Sound Symbolism; Brand Name (search for similar items in EconPapers)
Date: 2026-10-02
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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-05781610

DOI: 10.2139/ssrn.7545662

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