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Journals / Uluslararası İktisadi ve İdari İncelemeler Dergisi / 2020 / Sayı: 26

Sound Symbolism in Marketing: An Integrative Review of Marketing Studies into Sound Symbolism

PAZARLAMADA SES SEMBOLİZMİ: SES SEMBOLİZMİNİ ARAŞTIRAN PAZARLAMA ÇALIŞMALARININ ÜZERİNE BÜTÜNCÜL BİR İNCELEME

İlkin YARAN ÖGEL
Ayşe Gül BAYRAKTAROĞLU
Pages
1–18
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results indicate that despite the significant progress in the extant sound symbolism literature with respect to marketing, marketing research on sound symbolism is still at the stage of development.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Despite an increase in marketing research on sound symbolism particularly since the beginning of 2000s, there is a lack of integrative review of the empirical marketing studies regarding sound symbolism.
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Key Findings & Data:To address this gap, this study offers a comprehensive review of 46 sound symbolism related marketing articles published between 1970 and 2019.
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Conclusion & Impact:The results indicate that despite the significant progress in the extant sound symbolism literature with respect to marketing, marketing research on sound symbolism is still at the stage of development.
🔬Design:Review & Systematic Survey
📍Scope:2019 Verileri
⚙️Variables:Marka ismi · Pazarlama çalışmaları · Ses sembolizmi

Abstract

Despite an increase in marketing research on sound symbolism particularly since the beginning of 2000s, there is a lack of integrative review of the empirical marketing studies regarding sound symbolism. To address this gap, this study offers a comprehensive review of 46 sound symbolism related marketing articles published between 1970 and 2019. The compiled articles were examined through content analysis in terms of the scope of research, methodology, and conceptual issues. The results indicate that despite the significant progress in the extant sound symbolism literature with respect to marketing, marketing research on sound symbolism is still at the stage of development. This study is expected to contribute to the pertinent body of knowledge by introducing an integrative literature review of sound symbolic marketing research and to further marketing studies by indicating the gaps that were not addressed by previous marketing research.

Özet

Özellikle 2000’li yılların başından itibaren, ses sembolizmi üzerine yapılan pazarlama çalışmalarında artış olmasına rağmen, mevcut literaturde bu çalışmaları bütüncül bir şekilde ele alan herhangi bir çalışma bulunmamaktadır. Bu boşluğu doldurmak için bu çalışma 1970-2019 yılları arasında ses sembolizmi olgusunu inceleyen 46 tane pazarlama çalışmasına ilişkin geniş çaplı bir inceleme sunmaktadır. Derlenen makaleler, çalışmaların kapsamı, yöntemi ve incelenen kavramsal alanlar açısından içerik analizi ile incelenmiştir. Analiz sonuçları, ses sembolizmi olgusunun mevcut pazarlama literatüründe hızla gelişme göstermesine rağmen ses sembolizmi üzerine yapılan çalışmaların hala geliştirilebileceğini göstermektedir. Bu çalışmanın, ilgili mevcut bilgi birikimine bütünlükçü bir yaklaşım sunarak ve mevcut literatürdeki eksiklikleri göstererek gelecek çalışmalara da katkı sağlaması beklenmektedir.

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Cite This Article

ÖGEL, İ. Y., BAYRAKTAROĞLU, A. G. (2020). Sound Symbolism in Marketing: An Integrative Review of Marketing Studies into Sound Symbolism. Uluslararası İktisadi ve İdari İncelemeler Dergisi, Sayı: 26, 1–18. https://ajindex.com/articles/322316

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