The connotative meanings of sound symbolism in brand names: A conceptual framework
Journal of Business Research(2022)
Abstract
•This study provides the first systematic review of sound symbolism in brand names.•The study identifies the connotative meanings associated with sound symbolism in brand names.•Higher-frequency sounds are associated with higher evaluation and lower potency.•Lower-frequency sounds are linked with lower evaluation and higher potency.
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Key words
Phonetics,Brand names,Sound symbolism,Semantic meanings,Vowels,Consonants
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