Nasal codas reduce brand warmth and preference: a perspective of sound symbolism

Purpose – Phonetic elements in brand names shape perceptions of and preferences for brands. Previous research has focused on the effects of vowels (e.g. front vs back) and consonants (e.g. voiceless vs voiced; fricatives vs stops) while largely neglecting the potential role of nasal codas, which are commonly found in many brand names. To fill this gap, this paper aims to explore whether and how nasal codas in brand names affect consumers’ brand perceptions and preferences. Design/methodology/approach – Experiment 1 examined whether nasal codas in brand names influenced gender perceptions of brand name pronunciation. Experiments 2 and 3 examined whether nasal codas in brand names influenced brand warmth and brand preference, respectively. Experiment 4 examined the moderating role of product type in the relationship between nasal codas in brand names and brand preference. An internal meta-analysis assessed the robustness of the sound symbolism of nasal codas in brand names. Findings – The results indicated that nasal codas in brand names enhanced the masculine perception of brand name pronunciation, which weakened brand warmth, thereby reducing brand preference. This effect was weaker for utilitarian than hedonic products. Originality/value – To the best of the authors’ knowledge, this research is the first to reveal the unique role of nasal codas in shaping consumers’ attitudes toward brands. It offers new insights into sound symbolism in marketing and practical implications for brand managers regarding the use of nasal codas in brand naming.