Commonality in Sound Branding: A Comparative Study of the Perception of Obstruents in Korean and English

Correspondingly to overexposure advertising and oversaturation of sales markets, companies are required explore ways protrude. One way enhance differentiate oneself from competitors is sound branding. Part branding refers the sound-symbolic perception certain linguistical features. This article examines relationship between obstruents a perceived harshness. Based on study done by Pathak et al. (2020), three separate research had been conducted. Firstly, twenty-one hypothetical brand names (HBNs) containing voiced (/b/, /d/, /g/, /z/, /v/) HBNs voiceless (/p/, /t/, /k/, /s/, /f/) shown native Korean speakers in English. A second group was same but transliterated. Lastly, HBN English presented control (n = 20) consisting speakers. It that symbolism not culturally agnostic, although universal tendencies have found significant differences proven.