How the linguistic characteristics of a brand name can affect its luxury appeal

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.
Pathak, Calvert and Lim

How the linguistic characteristics of a brand name can affect its luxury appeal

Abhishek Pathak and Gemma A. Calvert

Institute on Asian Consumer Insight, Nanyang Technological University, Singapore

Elison Lim

Nanyang Technological University, Singapore

Introduction

Globalisation has witnessed a massive surge in consumerism and, with it, the rise of global super brands. Brands that act as shortcuts to consumers by reassuring them of specific qualities and deliverables are now bigger and more abundant than ever. But in this cluttered, brand-saturated environment, how can manufacturers of new products position and launch their brands in such...

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