Does Your Brand Name Sound Heavy Or Light? the Congruency Effect of Sound and Visual Position of Brand Name on Product Evaluation

Previous studies of sound symbolism confirmed that the sound of a brand name is associated with a concept and conveys congruence with other stimuli (e.g., shape). In this research, we explore the effect of semantic congruity of the sound of a brand name and its layout on packaging.



Citation:

Hiroaki Ishii, Taku Togawa, and Jaewoo Park (2018) ,"Does Your Brand Name Sound Heavy Or Light? the Congruency Effect of Sound and Visual Position of Brand Name on Product Evaluation ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 284-284.

Authors

Hiroaki Ishii, Seikei University, Japan
Taku Togawa, Chiba University of Commerce, Japan
Jaewoo Park, Musashi University, Japan



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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