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Phonetic Symbolism and Brand Name Preference

✍ Scribed by Lowrey, Tina M.; Shrum, L. J.

Book ID: 121662761
Publisher: University of Chicago Press
Year: 2007
Tongue: English
Weight: 230 KB
Volume: 34
Category: Article
ISSN: 0093-5301
DOI: 10.1086/518530

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## Summary This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there i