Creating brand personality with brand names

Klink, Richard R.; Athaide, Gerard A.

doi:10.1007/s11002-011-9140-7

Cited by 80 publications

(71 citation statements)

References 16 publications

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“…Other studies support this association of front vowels (compared to back vowels) in brand names with the attributes small, light in weight, mild, thin, soft, more feminine, friendly, weak, light colored and pretty (Klink, 2000). More recently, research has linked vowel sound symbolism to brand personality perceptions (Klink and Athaide, 2012), operationalized in terms of Aaker's (1997) sincerity, sophistication, ruggedness, excitement and competence dimensions of brand personality. Brand names with front vowels (compared to back vowels) communicated sincerity and sophistication to a greater extent, whereas brand names with back vowels (compared to front vowels) increased perceptions of ruggedness.…”

Section: Theoretical Framework Sound Symbolismmentioning

confidence: 99%

“…likelihood to recommend the brand) to brand masculinity and femininity perceptions triggered by sound symbolism. Klink and Athaide (2012) related vowel sound symbolism to brand personality perceptions and showed that brand names with front vowels (compared to back vowels) communicate sincerity and sophistication to a greater extent, whereas brand names with back vowels (compared to front vowels) increase perceptions of ruggedness. Klink and Athaide (2012) did not examine the effect of consonants on brand personality perceptions.…”

Section: Studymentioning

confidence: 99%

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Consonants in brand names influence brand gender perceptions

Guèvremont

Grohmann

2015

European Journal of Marketing

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Access to this document was granted through an Emerald subscription provided by 405387 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper examines to what extent consonants in brand names influence consumers' perceptions of feminine and masculine brand personality. Design/methodology/approach -Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name. Findings -Consonants influence consumers' brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers' responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications -This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality. Originality/value -This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.

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Section: Theoretical Framework Sound Symbolismmentioning

confidence: 99%

Section: Studymentioning

confidence: 99%

Consonants in brand names influence brand gender perceptions

Guèvremont

Grohmann

2015

European Journal of Marketing

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“…It is well understood that brand names are an essential communicator of meaning (cf. Klink, 2000Klink, , 2003Klink and Athaide, 2011), and that they enhance marketing offers with benefits beyond the basic function of the core product or service (cf. del Rio et al, 2001).…”

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confidence: 99%

Effects of pronoun brand name perspective and positioning on brand attitude

Kachersky

Carnevale

2015

Journal of Product &Amp; Brand Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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“…Research has specifically shown that new brand names differing in suggestiveness and meaningfulness lead to branded entities holding different associations (Moore and Lehmann, 1982;Sen, 1999). Linguistic focused research has highlighted how the sound of brand names impacts the associations that consumers can have with the brand (Robertson, 1989;Argo et al, 2010;Klink and Athaide, 2012;Guèvremont and Grohmann, 2015).…”

Section: New Branded Productsmentioning

confidence: 99%

Untangling the brand name from the branded entity

Round

Roper

2015

European Journal of Marketing

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Purpose -The purpose of this study was to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken in order to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time. Design/methodology/approach -A conjoint analysis experimental approach was employed. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant. Findings -The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance. Originality/value -This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element, to the consumer, differing between established and new brands.

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Creating brand personality with brand names

Cited by 80 publications

References 16 publications

Consonants in brand names influence brand gender perceptions

Consonants in brand names influence brand gender perceptions

Effects of pronoun brand name perspective and positioning on brand attitude

Untangling the brand name from the branded entity

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