The Sound of Brands

Recent research has demonstrated that linguistic characteristics of brand names can cognitively affect product evaluations. In six experiments, the authors demonstrate that affect arising from sound repetition may also be influential. The results reveal across multiple brand names and product categories that exposure to a brand name that has sound repetition in its phonetic structure and is spoken aloud produces positive affect, which favorably affects consumers' brand evaluations, reactions to cross-selling, and product choice. The effects are moderated by consumers' sensitivity to repetition, consumers' opportunity to experience emotions, and the degree to which the brand name's phonetic sound repetition deviates from linguistic expectations. The authors discuss implications for managers and avenues for further research.