The Sound of Brands

Journal of Marketing, Vol 74 , Number 4, July 2010

University of Alberta School of Business Research Paper No. 2013-308

Posted: 25 May 2013

See all articles by Jennifer Argo

Jennifer Argo

University of Alberta - Department of Marketing, Business Economics & Law

Monica Popa

Independent

Malcolm Smith

University of Manitoba

Date Written: July 1, 2009

Abstract

Recent research has demonstrated that linguistic characteristics of brand names can cognitively affect product evaluations. In six experiments, the authors demonstrate that affect arising from sound repetition may also be influential. The results reveal across multiple brand names and product categories that exposure to a brand name that has sound repetition in its phonetic structure and is spoken aloud produces positive affect, which favorably affects consumers' brand evaluations, reactions to cross-selling, and product choice. The effects are moderated by consumers' sensitivity to repetition, consumers' opportunity to experience emotions, and the degree to which the brand name's phonetic sound repetition deviates from linguistic expectations. The authors discuss implications for managers and avenues for further research.

Keywords: brand names, affect, linguistics, sound repetition, phonetic/sound symbolism

Suggested Citation

Argo, Jennifer and Popa, Monica and Smith, Malcolm, The Sound of Brands (July 1, 2009). Journal of Marketing, Vol 74 , Number 4, July 2010 ; University of Alberta School of Business Research Paper No. 2013-308. Available at SSRN: https://ssrn.com/abstract=2268788

Jennifer Argo (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Monica Popa

Independent ( email )

No Address Available

Malcolm Smith

University of Manitoba ( email )

501 F.A. Bldg
Winnipeg R3T 5V4, Manitoba R3T 5V5
Canada

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