Work

Sounds cute: Exploring the role of sound reduplication in brand names

Year: 2025

Type: article

Abstract: Reduplication, a linguistic feature in which part or all of a word is repeated (e.g., “kuku,” in which the syllable “ku” is doubled), is widely observed across languages and plays a significant role in child-directed speech, language acquisition, and even adult communication (e.g., “knock knock”). Despite its prevalence, reduplication remains one of the least studied aspects of brand names, and little is known about its impact on consumer perception. This study investigates how reduplicated sounds in brand names affect consumer preferences, revealing that such names enhance brand appeal by triggering associations with baby-schema cuteness. Additionally, this research identifies two key moderators: brand–product fit and the perceived cuteness of specific phonemes, such as bilabial sounds (e.g., “m” and “p”). These findings advance our understanding of brand naming and cute branding, offering practical insights for companies looking to increase brand attractiveness through sound-based cuteness.

Source: International Journal of Research in Marketing

DOI: 10.1016/j.ijresmar.2025.02.002

Authors: Kosuke Motoki, Sayo Iseki, Abhishek Pathak

Institutions: Miyagi University, The University of Tokyo, Chukyo University, University of Dundee

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $4,000

Funders: Chukyo University, Japan Society for the Promotion of Science London, University of Tokyo, Japan Society for the Promotion of Science