Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism

@article{Wu2013CreatingGB,
  title={Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism},
  author={Lan Wu and Richard R. Klink and Jiansheng Guo},
  journal={Journal of Marketing Theory and Practice},
  year={2013},
  volume={21},
  pages={319 - 330}
}
We propose that gender brand personality can be created with phonetic symbolism embedded in brand names. Results from two experiments indicate that brand names with front vowels better create a feminine brand personality, whereas brand names with back vowels better form a masculine brand personality. Moreover, when sound in a brand name is congruent with the gender target of the brand, consumers indicate a greater preference for the brand name and exhibit more favorable responses toward the… 

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