Abstract
This study examines, based on sound symbolism, the effect of brand name sound on brand evaluation. The results indicate that 1) the type of vowels included in brand name have an effect on product attribute associations (e.g., size, shape), 2) the degree of fit between sound of brand name and product category, between its sound and product attribute increase perceived quality, brand image, and purchase intention. These results suggest that sound based brand name development is useful for creating effective brand name.
