Creating Gender Brand Personality with Brand Names: The Effects of Phonetic Symbolism

Abstract

We propose that gender brand personality can be created with phonetic symbolism embedded in brand names. Results from two experiments indicate that brand names with front vowels better create a feminine brand personality, whereas brand names with back vowels better form a masculine brand personality. Moreover, when sound in a brand name is congruent with the gender target of the brand, consumers indicate a greater preference for the brand name and exhibit more favorable responses toward the brand. The findings provide managers with practical guidelines for creating gender brand personality through brand names, facilitating gender targeting efforts.