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Creating brand personality with brand names
Richard R. Klink and Gerard A. Athaide
Vol. 23, No. 1 (March 2012), pp. 109-117
Published by: Springer
Stable URL: http://www.jstor.org/stable/41488770
Page Count: 9
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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.
Marketing Letters © 2012 Springer