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When is Kiki Round? When Gender Cues Disrupt Brand Name Sound Symbolism

Author

Listed:
  • Pogacar, Ruth

    (University of Calgary - Haskayne School of Business)

  • Wyer, Robert S.

    (Hong Kong University of Science & Technology (HKUST) - Department of Marketing)

  • Huh, Jinhee

    (Haskayne School of Business, University of Calgary)

  • Walker, Hannah

    (University of Calgary)

  • Shrum, L. J.

    (HEC Paris - Marketing)

  • Lowrey, Tina M.

    (HEC Paris - Marketing)

Abstract

Sound symbolism research finds that brand names with angular sounds (e.g., Kiki) are associated with angular logos and with femininity, whereas brand names with round sounds (e.g., Baluma) are associated with round logos and with masculinity. Yet, round logos are associated with femininity and angular logos with masculinity. Given this seeming contradiction, how should brand name, logo, and gender be combined to maximize brand appeal? In two preregistered experiments, we show that shape-gender associations dominate sound symbolism effects and therefore drive logo shape preference. However, question framing moderates logo preferences: sound symbolism influences which name-logo pair fits best, whereas gender associations influence what consumers like best.

Suggested Citation

  • Pogacar, Ruth & Wyer, Robert S. & Huh, Jinhee & Walker, Hannah & Shrum, L. J. & Lowrey, Tina M., 2026. "When is Kiki Round? When Gender Cues Disrupt Brand Name Sound Symbolism," HEC Research Papers Series 1663, HEC Paris.
    • Handle: RePEc:ebg:heccah:1663
    DOI: 10.2139/ssrn.7545662
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    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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