Sound symbolism and the perception of luxury versus basic brands

• Main Author: Abhishek Pathak
• Other Authors: Gemma Anne Calvert
• Format: Theses and Dissertations
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: https://hdl.handle.net/10356/65466
• Institution: Nanyang Technological University

Globalization has witnessed a massive surge in consumerism and with it, the rise of global super brands. Brands, which act as shortcuts to consumers, reassuring them of specific qualities and deliverables, are now bigger than ever before in human history. But in this cluttered brand saturated enviro...