Sooo sweeet! Presence of long vowels in brand names lead to expectations of sweetness

• Main Authors: Pathak, Abhishek, Calvert, Gemma Anne
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2022
• Subjects: Business::Marketing; Product Attributes; Sound Symbolism
• Online Access: https://hdl.handle.net/10356/160798
• Institution: Nanyang Technological University

Throughout the history of languages, poets and writers have used linguistic tools to enhance euphony in their creations. One of the widely used tools to convey melody in any written (or spoken) creative art form is the use of long vowels. This paper examines the linkages between long (vs. short) vow...