The Power of Words: How Language Shapes Brand Perceptions
What brands say has been at the forefront of many issues across societies. Aligned with the conference theme, What the World Needs Now, this session provides novel insights into how language impacts brand perceptions. We find that slang, influencer typicality, unfamiliar words, and how brand names sound impact consumer behavior.
Citation:
Bryce Pyrah, Alice Wang, Jeffrey Lee, Enric Junqué de Fortuny, Yiping Li, Ann Kronrod, and Ella Karat (2021) ,"The Power of Words: How Language Shapes Brand Perceptions", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 599-604.
Authors
Bryce Pyrah, University of Iowa
Alice Wang, University of Iowa
Jeffrey Lee, American University
Enric Junqué de Fortuny, NYU Shanghai
Yiping Li, University of Massachusetts Lowell
Ann Kronrod, University of Massachusetts
Ella Karat, University of Massachusetts Lowell
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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