Phonetic Symbolism and Children’S Brand Name and Brand Logo Preference

Stacey Baxter, University of Newcastle, Australia
Tina Lowrey, University of Texas at San Antonio, USA
Min Liu, University of Texas at San Antonio, USA
Phonemes can provide a cue for brand attributes with consumers preferring congruency between a brand’s name-logo and attributes. Since children don’t have adult-level language skills, they may not attach similar meaning to phonemes. In three experiments, we examine the meanings children draw from phonemes and its implications for branding.
[ to cite ]:
Stacey Baxter, Tina Lowrey, and Min Liu (2012) ,"Phonetic Symbolism and Children’S Brand Name and Brand Logo Preference", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1133-1133.