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Keywords: Phonetic symbolism
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 62–81.
Published: 09 February 2015
... are not only influenced by spokesperson appearance (visual congruence) but also by spokesperson name (verbal congruence). This research also identifies limitations of the applicability of phonetic symbolism theory by identifying a condition under which phonetic symbolism (verbal congruence) exerts no effects...
