Sound symbolism in marketing: An integrative review of marketing studies on sound symbolism

Despite an increase in marketing research on sound symbolism particularly since the beginning of 2000s, there is a lack of integrative review of the empirical marketing studies regarding sound symbolism. To address this gap, this study offers a comprehensive review of 46 sound symbolism related mark...

Full description

Saved in:
Bibliographic Details
Published in:Uluslararası iktisadi ve idari incelemeler dergisi 2020-01, Vol.13 (26), p.1-18
Main Authors: Yaran Ögel,İlkin, Bayraktaroğlu,Ayşe Gül
Format: Article
Language:English
Subjects:
İdari Bilimler
İktisat & İşletme & Finans
Uluslararası İlişkiler
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Despite an increase in marketing research on sound symbolism particularly since the beginning of 2000s, there is a lack of integrative review of the empirical marketing studies regarding sound symbolism. To address this gap, this study offers a comprehensive review of 46 sound symbolism related marketing articles published between 1970 and 2019. The compiled articles were examined through content analysis in terms of the scope of research, methodology, and conceptual themes. The results indicate that despite the significant progress in the extant sound symbolism literature with respect to marketing, marketing research on sound symbolism is still at the stage of development. This study is expected to contribute to the pertinent body of knowledge by introducing an integrative literature review of sound symbolic marketing research and to further marketing studies by indicating the gaps that were not addressed by previous marketing research.
ISSN:1307-9832
1307-9859
DOI:10.18092/ulikidince.573615