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Creating Brand Names With Meaning: The Use of Sound Symbolism

✍ Scribed by Richard R. Klink

Book ID
110259787
Publisher
Springer US
Year
2000
Tongue
English
Weight
86 KB
Volume
11
Category
Article
ISSN
0923-0645

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✍ John R. Doyle; Paul A. Bottomley πŸ“‚ Article πŸ“… 2011 πŸ› John Wiley and Sons 🌐 English βš– 108 KB

## Abstract Recent work suggests that sound symbolism in brand names conveys marketing‐relevant messages. However, if the customer **__sees__** a brand name rather than hears it, visual characteristics of the letters may convey messages of their own. These may conflict with or reinforce the message