Phonetic Symbolism and Brand Name Preference

By Tina M. Lowrey, L. Shrum. 2007

270 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/a494a378ca90a287cb3f146fd0a8f8c231fabb3e

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In Experimental and Cognitive Psychology

In Marketing

In Human-Computer Interaction

Citations in the corpus

Sounds Big: The Effects of Acoustic Pitch on Product Perceptions (2017, background): “Certain phonetic aspects of brand names can also result inmore favorable impressions if the phonetic symbolism is congruent with desirable attributes in a particular product category (Lowrey and Shrum 2007).”
Sound symbolism effects across languages: Implications for global brand names (2012, methodology): “To address these shortcomings in the literature, we conducted a replication of Lowrey and Shrum (2007), but varied a number of factors to test the extent to which the findings generalize across situations that are applicable to international brands.”
Creating brand personality with brand names (2012, methodology): “ Lowrey and Shrum (2007) found that individuals prefer brand names more when the attributes connoted by vowel sounds (e.g., sharpness) were positive for the product category (e.g., knives), but they preferred the same names less when the connoted attributes were negative for a product category (e.g”
Gender differences in new brand name response (2009, methodology): “While previous research on sound symbolism has presented word pairs to subjects in a variety of formats (i.e., auditorily, visually, or a combination of the two), this study presented stimuli visually, which is similar to recent research in marketing (e.g., Yorkston and Menon 2004; Lowrey and Shrum”
Reflections on the replication corner: In praise of conceptual replications (2015, background): “The impact of an exciting store environment on consumer pleasure and behavioral intentions Huyghe and van Kerckhove (2013) Can fat taxes and package size restrictions stimulate healthy food choices? Mishra and Mishra (2011), J.”
That sounds sweet: using cross-modal correspondences to communicate gustatory attributes (2015, background): “…the study of sound symbolism has been limited to phonetic symbolism in the marketing literature (Argo, et al., 2010; Coulter & Coulter, 2010; Doyle & Bottomley, 2011; Klink, 2000; Klink & Athaide, 2012; Kuehnl & Mantau, 2013; Lowrey & Shrum, 2007; Shrum, et al., 2012; Yorkston & Menon, 2004).”
The Sound of Brands (2010, background): “While research has demonstrated that linguistic characteristics of brand names can cognitively affect product evaluations (e.g., Lowrey and Shrum 2007; Yorkston and Menon 2004), we propose that affect may also be influential.”
An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior (2012, background): “Lowrey and Shrum (2007) showed the role of expectations in sound symbolism.”