Phonetic Symbolism and Brand Name Preferences in French and English

This paper reviews an experiment conducted among French-English bilinguals at an English-language business school in France. The main purpose of the experiment was to determine whether phonetic symbolism effects obtained in past research (Lowrey & Shrum, forthcoming) would manifest themselves in languages other than English. In addition, another factor investigated included processing in one's native language vs. a 2nd language (Luna & Peracchio, 2005). A total of 54 students participated in a 2 (language) by 2 (product category) replication and extension of previous research, and results indicated a significant main effect for product category (as previously obtained) and a significant interaction between language and product category).



Citation:

Tina Lowrey, Dawn Lerman, and David Luna (2007) ,"Phonetic Symbolism and Brand Name Preferences in French and English", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 118-119.

Authors

Tina Lowrey, University of Texas at San Antonio, USA
Dawn Lerman, Fordham University, USA
David Luna, Baruch College, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence

Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University

Read More

Featured

Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions

Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.