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Keywords: Sound symbolism
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (1-2): 101–122.
Published: 09 February 2015
... in creating a specifically masculine or a feminine brand personality. Originality/value – This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism...
