Klink, Richard; Wu, Lan - In: Marketing Letters 25 (2014) 1, pp. 13-24
Sound symbolism research provides considerable support for the relationship between sound and meaning. What is not well … understood is how best to imbed sound symbolism to create meaningful brand names. This research investigates three basic … decisions or issues that marketers face when embedding sound symbolism in brand names—i.e., (a) where to position the imbed, (b …