The sound of branding: an analysis of the initial phonemes of popular brand names
In the marketing literature, the ‘K effect’ refers to the claim that the letter K is overrepresented as the initial letter of brand names. To date, however, most findings have only considered the frequency of the written letters incorporated into brand names. Here, we argue that since letters someti...
| Main Authors: | , , |
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| Format: | Journal article |
| Language: | English |
| Published: |
Springer Nature
2019
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