Access

You are not currently logged in.

Access JSTOR through your library or other institution:

login

Log in through your institution.

Journal Article

Creating brand personality with brand names

Richard R. Klink and Gerard A. Athaide
Marketing Letters
Vol. 23, No. 1 (March 2012), pp. 109-117
Published by: Springer
Stable URL: http://www.jstor.org/stable/41488770
Page Count: 9
  • Download ($43.95)
  • Add to My Lists
  • Cite this Item
Creating brand personality with brand names
Preview not available

Abstract

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.

Page Thumbnails

  • Thumbnail: Page 
[109]
    [109]
  • Thumbnail: Page 
110
    110
  • Thumbnail: Page 
111
    111
  • Thumbnail: Page 
112
    112
  • Thumbnail: Page 
113
    113
  • Thumbnail: Page 
114
    114
  • Thumbnail: Page 
115
    115
  • Thumbnail: Page 
116
    116
  • Thumbnail: Page 
117
    117