Testing Phonetic Symbolism Effects on Brand Name Preference For Bilinguals Across Multiple Languages

Three experiments investigated the effects of phonetic symbolism on brand name preference. Bilingual participants in English and either French, Spanish or Chinese showed consistent preference in connecting words with front/back vowel sounds to specific product categories. The results were unaffected by language presentations or participants’ language proficiency.



Citation:

L.J. Shrum, Tina M. Lowrey, and David Luna (2011) ,"Testing Phonetic Symbolism Effects on Brand Name Preference For Bilinguals Across Multiple Languages", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

L.J. Shrum, University of Texas at San Antonio, USA
Tina M. Lowrey, University of Texas at San Antonio, USA
David Luna, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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