Phonetic symbolism and children's brand name preferences

Baxter, Stacey; Lowrey, Tina M.

doi:10.1108/07363761111181509

Cited by 34 publications

(34 citation statements)

References 15 publications

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“…This concept has long been discussed in linguistics literature (Sapir, 1929;Ohala, 1984;Hinton et al, 1994). Recent research in marketing has adopted the concept of sound symbolism from the field of linguistics (Klink, 2000(Klink, , 2001Lowrey and Shrum, 2007;Baxter and Lowrey, 2011;Shrum et al, 2012;Kuehnl and Mantau, 2013;Wu et al, 2013). Sound symbolism is a linguistic process in which the sounds of a word provide cues about the word's meaning (Yorkston and Menon, 2004).…”

Section: Brand Name Classification Frameworkmentioning

confidence: 97%

A comprehensive framework of brand name classification

Arora

Kalro²,

Sharma³

2015

J Brand Manag

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Research on brand naming has recently taken center stage in marketing literature. This study formulates a comprehensive classification of brand names that incorporates frameworks from existing literature and current naming methods used by practitioners. A content analysis of the top 500 global brand names based on manifest content, across 11 product categories, was conducted to understand the current brandnaming trends. The results confirm extensive use of the promoter's name and place of origin (39.7 per cent of all brand names coded), compounding (34.1 per cent), abbreviations (18.2 per cent) and blending (7.9 per cent). Category-wise analysis indicates that certain categories, such as durables, follow the aggregate pattern of 61.5 per cent semantic word names, 53.0 per cent invented word names and 23.6 per cent non-word names. FMCG brands, on the other hand, show differing patterns because of disproportionately low abbreviations in the distribution. Further, χ 2 tests using equal expected frequencies of the three dimensions; semantic, invented and non-word names, showed that there appears to be significant differences in frequency between these dimensions. Practitioners may consider using these newly defined categories, such as semantically related acronyms, in creating distinctive brand names. This study also analyzes the use of sound symbolic names for brands.

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Section: Brand Name Classification Frameworkmentioning

confidence: 97%

A comprehensive framework of brand name classification

Arora

Kalro²,

Sharma³

2015

J Brand Manag

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“…However, if they are learned over time, then shared meanings that frequently differ across cultures suggest that the effects may not be cross‐culturally robust and are unlikely to be observed at the earliest stages of language development (cf. Baxter & Lowrey, , ).…”

Section: Framework Applicationmentioning

confidence: 99%

The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework

2018

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People—be they politicians, marketers, job candidates, product reviewers, or romantic interests—often use linguistic devices to persuade others, and there is a sizeable literature that has documented the effects of numerous linguistic devices. However, understanding the implications of these effects is difficult without an organizing framework. To this end, we introduce a Language Complexity × Processing Mode Framework for classifying linguistic devices based on two continuous dimensions: language complexity, ranging from simple to complex, and processing mode, ranging from automatic to controlled. We then use the framework as a basis for reviewing and synthesizing extant research on the effects of the linguistic devices on persuasion, determining the conditions under which the effectiveness of the linguistic devices can be maximized, and reconciling inconsistencies in prior research.

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“…In recent years, researchers have suggested that developmental factors impact the presence of phonetic symbolism effects (Baxter and Lowrey, 2011. Phonetic symbolism effects manifest as children age and develop the necessary language-based skills and knowledge (for example, phonological awareness; Fowler, 1991) .…”

Section: Sound Symbolism In Brand Names: the Moderating Role Of Agementioning

confidence: 99%

Communicating product size using sound and shape symbolism

Baxter

Ilicic

Kulczynski

et al. 2015

Journal of Product &Amp; Brand Management

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Purpose – The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. Design/methodology/approach – The relationship between sounds and shapes was examined in a pilot study. A 2 × 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children’s (from 5 to 12 years) product-related judgments. Findings – Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo). Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes. Originality/value – This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.

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Phonetic symbolism and children's brand name preferences

Cited by 34 publications

References 15 publications

A comprehensive framework of brand name classification

A comprehensive framework of brand name classification

The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework

Communicating product size using sound and shape symbolism

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