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The role of position, type, and combination of sound symbolism imbeds in brand names

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  • Richard Klink
  • Lan Wu

Abstract

Sound symbolism research provides considerable support for the relationship between sound and meaning. What is not well understood is how best to imbed sound symbolism to create meaningful brand names. This research investigates three basic decisions or issues that marketers face when embedding sound symbolism in brand names—i.e., (a) where to position the imbed, (b) what type of imbed to use, and (c) what is the effect of combining imbeds. Results of study 1 indicate that imbeds placed after the first syllable of a brand name communicate branding meaning. Also, brand meaning is better conveyed by vowels than consonants in a brand name. Combining consistent vowel and consonant imbeds in a brand name provides an additive effect with respect to communicating brand meaning. Results of study 2 show that combining consistent imbeds in a brand name can have a favorable impact on product choice. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • 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.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:1:p:13-24
    DOI: 10.1007/s11002-013-9236-3
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    References listed on IDEAS

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    1. Richard Klink, 2009. "Gender differences in new brand name response," Marketing Letters, Springer, vol. 20(3), pages 313-326, September.
    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. Keith S. Coulter & Robin A. Coulter, 2010. "Small Sounds, Big Deals: Phonetic Symbolism Effects in Pricing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 315-328, August.
    4. Richard Klink & Gerard Athaide, 2012. "Creating brand personality with brand names," Marketing Letters, Springer, vol. 23(1), pages 109-117, March.
    5. repec:cup:judgdm:v:2:y:2007:i::p:371-379 is not listed on IDEAS
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    Cited by:

    1. Rafael Barreiros Porto & Talyta da Silva Soyer, 2018. "Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 606-623, November.
    2. 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.
    3. 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.
    4. Nancy Spears & Seth Ketron & Kirsten Cowan, 2016. "The sweet taste of consistency in brand name sound & product/label shapes: Investigating appetitive responses in a dessert context and obstacles that suppress," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 439-456, July.
    5. 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.
    6. 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.

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