Sounds Sweet: Sound Reduplication in Brand Names Enhances Sweet Taste Expectations

ABSTRACT The association between brand name sounds and taste perception is an emerging area of interest in marketing research. This study aims to demonstrate the role of sound‐evoked cuteness in the expectation of sweet taste. Across seven studies (including two supplementary studies), our findings revealed that sound reduplication in brand names is consistently associated with sweet taste expectations. This effect was mediated by perceptions of baby schema cuteness. Furthermore, our results revealed that sweet‐liker status and brand status moderated the effects of sound reduplication. Brands with sound reduplication (vs. non‐reduplication) were more preferred by sweet‐likers than by sweet‐dislikers. Sound reduplication (vs. non‐reduplication) also increased preferences for mass‐market brands (vs. luxury brands). Our findings identify the reduplication of brand name sounds as a novel antecedent in the context of food branding.