Creating effective brand names with sound symbolic mappings

Background: The present study was designed to investigate the use of sound symbolic mappings in fictitious brand names. Sound symbolic mappings refer to the existence of a nonarbitrary relationship between individual sounds and associations of different attributes and concepts. Given that sounds hav...

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Bibliographic Details
Main Author: Trninić Zora
Format: Article
Language:English
Published: University of Novi Sad - Faculty of Economics, Subotica 2023-01-01
Series:Strategic Management
Subjects:
Online Access:https://scindeks-clanci.ceon.rs/data/pdf/1821-3448/2023/1821-34482302078T.pdf