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Conveying meaning in brand names by using time-inverted messages
| Content Provider | Semantic Scholar |
|---|---|
| Author | Schorn, Robert Streicher, Mathias C. |
| Copyright Year | 2017 |
| Abstract | The selection and creation of brand names plays an important role in marketing. The tremendous level and rate of growth of brands being introduced year by year suggests a heightened need to understand how to create effective new brand names. As significant brand names associating desired meanings might already be trademarked or not allowed to be registered, new ways of creating promising brand names conveying desired meanings seem to be necessary. One way of creating new brand names is to use time-inverted words. The results of our study show that the forward meaning of time-inverted single words has an influence on people’s evaluations of these sounds. Contrary to former studies, the authors found that participants’ evaluations of sounds of backward speech were influenced by the semantic content of the messages. Furthermore, participants’ evaluations of backmasked messages were also influenced by sound symbolism. The results demonstrate that people’s evaluations can be influenced by applying time-inverted messages. Implications for creating new brand names are discussed. |
| File Format | PDF HTM / HTML |
| Volume Number | 9 |
| Alternate Webpage(s) | https://businessperspectives.org/journals?args%5B0%5D=0&element=e46cdb75-ca7e-4c69-97ee-741acaab6046&format=raw&item_id=5382&method=download&task=callelement |
| Alternate Webpage(s) | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/5382/im_en_2013_03_Schom.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
