期刊名称：Studies and Scientific Researches: Economics Edition
印刷版ISSN：2066-561X
电子版ISSN：2344-1321
出版年度：2014
期号：20
页码：169-176
DOI：10.29358/sceco.v0i20.275
语种：English
出版社：University of Bacău
摘要：The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research.Previous research showed that the phonetic structure of brand name communicates its characteristics,i.e.it drives consumers to assess certain features and performance of the product.We assumed that when consumers encounter an unknown brand name,they automatically infer characteristics from the meaning conveyed by the sounds (e.g.phonemes).Therefore,we supposed that a brand name for a shampoo (artificially created on experimental purpose) containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels.Furthermore,we tested the influence of the stops and fricatives consonants in inferring certain attributes of product.To this end,fifty nine students (N=59) participated in a research based on questionnaire.The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel.No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.
