The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts

Kadirov, Djavlonbek; Bardakçı, Ahmet; Kantar, Murat

doi:10.1057/s41262-017-0064-2

Cited by 5 publications

(6 citation statements)

References 52 publications

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“…For example, Toyota started using the new tagline "Akeed" in Arabic only for their Middle Eastern consumers. This approach contrasts with the previous common practice of using the same tagline globally (Kadirov, Bardakcı, & Kantar, 2018)]. In today's globalized markets, it makes more sense for brands to exploit the linguistic strengths of each market and adapt their brand names to suit local linguistic tastes [e.g., Wipro…”

Section: Managerial Implicationsmentioning

confidence: 99%

Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

Pathak

Calvert

Lim

2020

Psychology and Marketing

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This paper examines the sound symbolic link between voiced obstruents (speech sounds created by obstructing the airflow) present in a brand name and the perceived product/brand attributes. In three studies (two using self-reported measures and one using an implicit reaction time paradigm), we tested the effect of voiced (b, d, g, z, v) vs. voiceless obstruents (p, t, k, s, f) across twenty-five hypothetical brand names, on the perceived product attributes of harshness (vs softness). Brand names with voiced (vs. voiceless) obstruents are perceived as harsh (vs. soft /mild). Results are described across two different product categories (e.g., toilet cleaner and skin conditioner), and also within the same product category (e.g., strong vs. light beer and strong vs. mild toilet cleaner). Since sound symbolism is culturally agnostic, brands expanding into international and linguistically different markets can use these insights to create brand names that

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Section: Managerial Implicationsmentioning

confidence: 99%

Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

Pathak

Calvert

Lim

2020

Psychology and Marketing

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“…Increasingly, brands are taking advantage of the local linguistic strengths while renaming for international markets [72]. Well known examples include Coca-Cola changing its name to Ke-kou-ke-le in China [73] and Toyota changing its tagline to 'Akeed' (meaning "sure" or "yes of course" and used often by younger people) to engage young Middle Eastern customers [74].…”

Section: Managerial Implicationsmentioning

confidence: 99%

Sooo Sweeet! Presence of Long Vowels in Brand Names Lead to Expectations of Sweetness

Pathak

Calvert

2021

Behavioral Sciences

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Throughout the history of languages, poets and writers have used linguistic tools to enhance euphony in their creations. One of the widely used tools to convey melody in any written (or spoken) creative art form is the use of long vowels. This paper examines the linkages between long (vs. short) vowel sounds and taste expectations of sweetness. Across four studies, we demonstrate that people expect products with brand names containing long vowels to taste sweeter than those including short vowel sounds. In studies 1 and 2, we demonstrate this association with the use of self-reported measures, and in studies 3 and 4, we employ indirect measures (implicit taste–shape correspondence and Single Category Implicit Association Test (SC-IAT) paradigm) to show the effect holds at a subconscious level of processing. Previous research in this field has typically linked vowel position (high vs. low or front vs. back) with product or brand attribute expectations. This paper contributes to the growing body of literature in this field by demonstrating the importance of vowel length in sound symbolism, and more precisely, how it pertains to the taste continuum.

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“…Research should also investigate the potential moderating impact of risk and other product characteristics. 2018The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts (Kadirov et al 2018) An experiment on non-luxury fashion counterfeit purchase: the effects of brand reputation, fashion attributes, and attitudes toward counterfeiting (Park-Poaps and Kang 2018)…”

Section: Special Issue 1: Brands That Do Goodmentioning

confidence: 99%

Journal of Brand Management: year end review 2018

Powell

2018

J Brand Manag

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This is a review and reflection of various Special Issue themes published in the Journal of Brand Management during 2018. Future research avenues are also identified. Themes discussed include (1) Brands that do Good, (2) Internal Brand Management and (3) Luxury Brand-Building. Keywords Brand citizenship Á Social brand equity Á Brand authenticity Á Social responsibility Á CSR Á Sustainability Á City branding Á Internal brand management Á Employees Á Brand orientation Á Luxury branding Á Conspicuous consumption Á Social media Á Research directions

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The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts

Cited by 5 publications

References 52 publications

Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

Harsh voices, sound branding: How voiced consonants in a brand's name can alter its perceived attributes

Sooo Sweeet! Presence of Long Vowels in Brand Names Lead to Expectations of Sweetness

Journal of Brand Management: year end review 2018

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