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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Format: | Article |
Language: | English |
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University of Novi Sad - Faculty of Economics, Subotica
2023-01-01
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Series: | Strategic Management |
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Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/1821-3448/2023/1821-34482302078T.pdf |