Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consonants in brand names influence brand gender perceptions

Consonants in brand names influence brand gender perceptions Purpose – 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Consonants in brand names influence brand gender perceptions

European Journal of Marketing , Volume 49 (1/2): 22 – Feb 9, 2015

Loading next page...
 
/lp/emerald-publishing/consonants-in-brand-names-influence-brand-gender-perceptions-l97hClapjV

References (24)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-02-2013-0106
Publisher site
See Article on Publisher Site

Abstract

Purpose – 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.

Journal

European Journal of MarketingEmerald Publishing

Published: Feb 9, 2015

There are no references for this article.