HEC Paris2014-08-11 10:12 PM

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

Abstract

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.

 

Jounal Information

International Journal of Research in Marketing, March 2014, vol. 31, n°1, pp.122-124

 

Full Article

http://www.sciencedirect.com/science/article/pii/S016781161300116X

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ABOUT THE AUTHOR

HEC Paris

Founded in 1881 by the Paris Chamber of Commerce and Industry, HEC Paris specializes in education and research in management sciences. As a leading academic institution in Europe and worldwide, HEC Paris offers a complete and unique range of education programs for students and leaders.

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