European Business Schools Librarian's Group

HEC Research Papers Series,
HEC Paris

No 1663: When is Kiki Round? When Gender Cues Disrupt Brand Name Sound Symbolism

Ruth Pogacar, Robert S. Wyer, Jinhee Huh, Hannah Walker, L. J. Shrum and Tina M. Lowrey
Additional contact information
Ruth Pogacar: University of Calgary - Haskayne School of Business
Robert S. Wyer: Hong Kong University of Science & Technology (HKUST) - Department of Marketing
Jinhee Huh: Haskayne School of Business, University of Calgary
Hannah Walker: University of Calgary
L. J. Shrum: HEC Paris - Marketing
Tina M. Lowrey: HEC Paris - Marketing

Abstract: Sound symbolism research finds that brand names with angular sounds (e.g., Kiki) are associated with angular logos and with femininity, whereas brand names with round sounds (e.g., Baluma) are associated with round logos and with masculinity. Yet, round logos are associated with femininity and angular logos with masculinity. Given this seeming contradiction, how should brand name, logo, and gender be combined to maximize brand appeal? In two preregistered experiments, we show that shape-gender associations dominate sound symbolism effects and therefore drive logo shape preference. However, question framing moderates logo preferences: sound symbolism influences which name-logo pair fits best, whereas gender associations influence what consumers like best.

Keywords: Brand Name; Sound Symbolism; Logo; Gender

JEL-codes: C91; D12; D91; J16; M31

23 pages, October 2, 2026

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