IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v150y2022icp365-373.html
   My bibliography  Save this article

The connotative meanings of sound symbolism in brand names: A conceptual framework

Author

Listed:
  • Motoki, Kosuke
  • Park, Jaewoo
  • Pathak, Abhishek
  • Spence, Charles

Abstract

Phonetic elements of brand names can convey a range of specific meanings. However, an integrated understanding of the sound symbolism of brand names remains elusive. Here, we classify sound symbolism in brand names based on three key dimensions of the semantic differential (evaluation, potency, and activity). In particular, we demonstrated that the sound symbolism of brand names can be explained in terms of the two dimensions of evaluation and potency (but not activity). The presence of higher-frequency sounds (front vowels, fricative, and voiceless consonants) in brand names tends to be associated with concepts linked to higher evaluation and lower potency, whereas lower-frequency sounds (back vowels, stop, and voiced consonants) tend to be more strongly associated with concepts linked to lower evaluation and higher potency. This study provides an integrative understanding of sound symbolism in brand names in terms of semantic differential meanings.

Suggested Citation

  • Motoki, Kosuke & Park, Jaewoo & Pathak, Abhishek & Spence, Charles, 2022. "The connotative meanings of sound symbolism in brand names: A conceptual framework," Journal of Business Research, Elsevier, vol. 150(C), pages 365-373.
    • Handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:365-373
    DOI: 10.1016/j.jbusres.2022.06.013
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322005458
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.06.013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ketron, Seth & Spears, Nancy, 2021. "Sound-symbolic signaling of online retailer sizes: The moderating effect of shopping goals," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Tina M. Lowrey & L. J. Shrum, 2007. "Phonetic Symbolism and Brand Name Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 406-414, June.
    3. Richard Klink & Gerard Athaide, 2012. "Creating brand personality with brand names," Marketing Letters, Springer, vol. 23(1), pages 109-117, March.
    4. Richard R. Klink & Lan Wu, 2017. "Creating ethical brands: the role of brand name on consumer perceived ethicality," Marketing Letters, Springer, vol. 28(3), pages 411-422, September.
    5. Abel, Gregory A. & Glinert, Lewis H., 2008. "Chemotherapy as language: Sound symbolism in cancer medication names," Social Science & Medicine, Elsevier, vol. 66(8), pages 1863-1869, April.
    6. Richard Klink, 2009. "Gender differences in new brand name response," Marketing Letters, Springer, vol. 20(3), pages 313-326, September.
    7. Ketron, Seth & Spears, Nancy, 2019. "Sounds like a heuristic! Investigating the effect of sound-symbolic correspondences between store names and sizes on consumer willingness-to-pay," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 285-292.
    8. Richard Klink & Lan Wu, 2014. "The role of position, type, and combination of sound symbolism imbeds in brand names," Marketing Letters, Springer, vol. 25(1), pages 13-24, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Daniel Kaimann & Clarissa Laura Maria Spiess Bru, 2023. "Sounds too Feminine? Brand Gender and The Impact on Professional Critics," Working Papers Dissertations 107, Paderborn University, Faculty of Business Administration and Economics.
    2. Yi Li & Xiaoming Jiang, 2024. "Sound symbolic associations: evidence from visual, tactile, and interpersonal iconic perception of Mandarin rimes," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    3. Boman, Laura & Urumutta Hewage, Ganga S. & Hasford, Jonathan, 2023. "Strength in diversity: How incongruent racial cues enhance consumer preferences toward conservative brands," Journal of Business Research, Elsevier, vol. 168(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Richard R. Klink & Lan Wu, 2017. "Creating ethical brands: the role of brand name on consumer perceived ethicality," Marketing Letters, Springer, vol. 28(3), pages 411-422, September.
    2. Abhishek Pathak & Carlos Velasco & Charles Spence, 2020. "The sound of branding: An analysis of the initial phonemes of popular brand names," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 339-354, May.
    3. Jun, Yesel & Lee, Hyunju, 2022. "A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Ruth Pogacar & Michal Kouril & Thomas P. Carpenter & James J. Kellaris, 2018. "Implicit and explicit preferences for brand name sounds," Marketing Letters, Springer, vol. 29(2), pages 241-259, June.
    5. Daniel Kaimann & Clarissa Laura Maria Spiess Bru, 2023. "Sounds too Feminine? Brand Gender and The Impact on Professional Critics," Working Papers Dissertations 107, Paderborn University, Faculty of Business Administration and Economics.
    6. Richard Klink & Lan Wu, 2014. "The role of position, type, and combination of sound symbolism imbeds in brand names," Marketing Letters, Springer, vol. 25(1), pages 13-24, March.
    7. George Doorn & Bryan Paton & Charles Spence, 2016. "Is J the new K? Initial letters and brand names," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 666-678, November.
    8. Stacey M. Baxter & Jasmina Ilicic & Alicia Kulczynski & Tina M. Lowrey, 2017. "Using sublexical priming to enhance brand name phonetic symbolism effects in young children," Marketing Letters, Springer, vol. 28(4), pages 565-577, December.
    9. Richard Klink & Gerard Athaide, 2012. "Creating brand personality with brand names," Marketing Letters, Springer, vol. 23(1), pages 109-117, March.
    10. Shrum, L.J. & Lowrey, T.M. & Luna, David & Lerman, D.B. & Liu, Min, 2012. "Sound symbolism effects across languages: Implications for global brand names," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 275-279.
    11. Alina Duduciuc, 2015. "Advertising Brands By Means Of Sounds Symbolism: The Influence Of Vowels On Perceived Brand Characteristics," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    12. Baxter, Stacey & Lowrey, Tina, 2014. "Examining children's preference for phonetically manipulated brand names across two English accent groups," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 122-124.
    13. Motoki, Kosuke & Pathak, Abhishek, 2022. "Articulatory global branding: Generalizability, modulators, and mechanisms of the in-out effect in non-WEIRD consumers," Journal of Business Research, Elsevier, vol. 149(C), pages 231-239.
    14. Alicia Kulczynski & Stacey Brennan & Jasmina Ilicic, 2021. "A spokesperson with any name won’t be as charming: the phonetic effect of spokesperson name and gender on personality evaluations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 221-239, March.
    15. Stacey Baxter & Jasmina Ilicic & Alicia Kulczynski, 2015. "What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility," Marketing Letters, Springer, vol. 26(4), pages 525-534, December.
    16. Ruth Pogacar & Emily Plant & Laura Rosulek & Michal Kouril, 2015. "Sounds good: Phonetic sound patterns in top brand names," Marketing Letters, Springer, vol. 26(4), pages 549-563, December.
    17. Ketron, Seth & Spears, Nancy, 2021. "Sound-symbolic signaling of online retailer sizes: The moderating effect of shopping goals," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    19. Cohen, Justin & Sands, Sean & Campbell, Colin & Mavrommatis, Alexis, 2024. "Sonic sensations: Navigating the mixed outcomes of ASMR in retail advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    20. Ekaterini Drosou, 2019. "Greek Womens’ Mentality towards Fashion Brands and the Influence of Print Images," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 5(4), pages 301-328, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:365-373. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.