Creating brand personality with brand names

被引：59

作者：

Klink, Richard R. ^{[1
]}

Athaide, Gerard A. ^{[1
]}

机构：

[1] Loyola Univ Maryland, Sellinger Sch Business & Management, Baltimore, MD 21210 USA

来源：

MARKETING LETTERS | 2012年 / 23卷 / 01期

关键词：

Brand personality; Brand names; Sound symbolism; PHONETIC SYMBOLISM; EXTENSIONS;

D O I：

10.1007/s11002-011-9140-7

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

As the elemental building block of the brand, the brand name represents a potential starting point for creating brand personality. Drawing on theory and research from sound symbolism, this study investigates how brand names can be formed to create brand personality, as defined by Aaker's (1997) Brand Personality Scale. Results indicate that brand names with back vowels better create a Ruggedness personality, while brand names with front vowels better create Sophistication and Sincerity personalities.

引用

页码：109 / 117

页数：9

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