國立虎尾科技大學 |

Sounds of Green : = How Brand Name Sounds Metaphorically Convey Environmental Friendliness and Role of Involvement as a Moderator.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Sounds of Green :/
其他題名:	How Brand Name Sounds Metaphorically Convey Environmental Friendliness and Role of Involvement as a Moderator.
作者:	Joshi, Pradnya.
面頁冊數:	1 online resource (115 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.
Contained By:	Dissertation Abstracts International79-05A(E).
標題:	Communication. -
電子資源:	click for full text (PQDT)
ISBN:	9780355489705

Sounds of Green : = How Brand Name Sounds Metaphorically Convey Environmental Friendliness and Role of Involvement as a Moderator.
Joshi, Pradnya.

Sounds of Green :How Brand Name Sounds Metaphorically Convey Environmental Friendliness and Role of Involvement as a Moderator. - 1 online resource (115 pages)

Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.

Thesis (Ph.D.)

Includes bibliographical references

Linking research in sound symbolism and metaphor cognition, the current research suggests that silent consonants in brand names (e.g. Sekato), compared to voiced consonants (e.g. Jobeza), are more effective in conveying environmental attributes of brands. A series of studies conducted in laboratory and natural setting show that brands with silent brand names are perceived more environmentally friendly than voiced brand names. This effect of sounds on perception of brand's environmentally friendliness is mediated through metaphorical human characteristics (e.g. good-heartedness, kindness etc.) associated with environmentally friendly products and silent sounds. In addition to testing this primary hypothesis, I also test boundary conditions for the effect of brand names sounds on perception of environmental friendliness. I show that the effect of brand name sounds persists in low involvement product purchase conditions but weakens in high involvement purchase situations.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355489705Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

Sounds of Green : = How Brand Name Sounds Metaphorically Convey Environmental Friendliness and Role of Involvement as a Moderator.
LDR:02769ntm a2200385Ki 4500 001 909054
005 20180419104825.5
006 m o u
007 cr mn||||a|a||
008 190606s2017 xx obm 000 0 eng d
020 $a 9780355489705
035 $a (MiAaPQ)AAI10643323
035 $a (MiAaPQ)grad.msu:15706
035 $a AAI10643323
040 $a MiAaPQ $b eng $c MiAaPQ
099 $a TUL $f hyy $c available through World Wide Web
100 1 $a Joshi, Pradnya. $3 1179565
245 1 0 $a Sounds of Green : $b How Brand Name Sounds Metaphorically Convey Environmental Friendliness and Role of Involvement as a Moderator.
264 0 $c 2017
300 $a 1 online resource (115 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.
500 $a Adviser: Anastasia Kononova.
502 $a Thesis (Ph.D.) $c Michigan State University $d 2017.
504 $a Includes bibliographical references
520 $a Linking research in sound symbolism and metaphor cognition, the current research suggests that silent consonants in brand names (e.g. Sekato), compared to voiced consonants (e.g. Jobeza), are more effective in conveying environmental attributes of brands. A series of studies conducted in laboratory and natural setting show that brands with silent brand names are perceived more environmentally friendly than voiced brand names. This effect of sounds on perception of brand's environmentally friendliness is mediated through metaphorical human characteristics (e.g. good-heartedness, kindness etc.) associated with environmentally friendly products and silent sounds. In addition to testing this primary hypothesis, I also test boundary conditions for the effect of brand names sounds on perception of environmental friendliness. I show that the effect of brand name sounds persists in low involvement product purchase conditions but weakens in high involvement purchase situations.
520 $a In four empirical studies conducted with different demographic groups, different brand name formations, and different experimental setting show results consistent with the hypothesis. The results are also supported in a field experiment.
520 $a This work offers a very innovative approach to marketers, advances theory of sound symbolism, as well as provides new directions for future research.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
650 4 $a Marketing. $3 557931
650 4 $a Mass communication. $3 1179310
655 7 $a Electronic books. $2 local $3 554714
690 $a 0459
690 $a 0338
690 $a 0708
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Michigan State University. $b Information and Media. $3 1179566
773 0 $t Dissertation Abstracts International $g 79-05A(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10643323 $z click for full text (PQDT)