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

✍ Scribed by Richard R. Klink, Lan Wu

Book ID
120747886
Publisher
Springer US
Year
2013
Tongue
English
Weight
172 KB
Volume
25
Category
Article
ISSN
0923-0645

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## 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