Articles

Examining children's preference for phonetically manipulated brand names across two English accent groups

S. BAXTER, T. LOWREY

International Journal of Research in Marketing

March 2014, vol. 31, n°1, pp.122-124

Departments: Marketing, GREGHEC (CNRS)


Replicating Shrum et al. (2012), we demonstrate that individuals display a preference for brand names that contain vowel sounds that connote product attributes. We also illustrate the impact of accent and phonological development on the nature and presence of phonetic symbolism respectively. With no known studies examining the role of accent, it is suggested that this research makes a unique contribution, offering an alternative perspective on current global phonetic symbolism research


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