Snyre for your nasal congestion: Using phonesthemes to imbue non‐word brand names with meaning
研究引入音义联觉（如sn与鼻子相关）作为品牌命名工具，通过6个实验证明，当音义联觉激活的语义与产品类别一致时，能提升消费者偏好、态度和购买意愿，原因是增强了处理流畅性。
Abstract A brand name is a fundamental component of a brand's identity. This research introduces a novel linguistic tool for brand name creation: phonesthemes—sound and spelling letter clusters that are associated with one dominant meaning. For instance, sn , one of over 140 phonesthemes in English, consistently appears in words related to the nose or breathing ( sneeze , sniff , snort ). Six experiments reveal positive effects of phonesthemic non‐word brand names (e.g., Gl if; gl ‐; e.g., glow , glimmer ; meaning “light”) on consumer preference, attitude, purchase intent, and choice when the dominant meaning activated by the phonestheme is semantically congruent with the product category or product attribute (e.g., luminant car wax), due to enhanced processing fluency. Phonological (sound) and orthographic (spelling) priming are eliminated as alternative explanations for the phenomenon. This research advances psycholinguistic research in marketing and the emerging area of brand linguistics by broadening the focus beyond brand name phonology.