Sparkling or still: It depends on the brand name

Rym Tazi, Gemma A. Calvert, Abhishek Pathak

Research output: Contribution to specialist publicationArticle

Abstract

This article examines how carbonated drink brands can use sound symbolism to stand out from the competition.

•Sound symbolism is the idea that certain sounds carry meaning and is increasingly important in marketing.
•Despite its market size, little is known about how the strength of carbonation is conveyed via brand names.
•There are strong links between speech sounds and sensory attributes, eg long vowels are associated with sweetness.
Original languageEnglish
Specialist publicationWARC Exclusive
Publication statusPublished - Jan 2022

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