Linguistic iconicity in Chinese Brand Names for Vegan Restaurants: Sound Symbolism and Pictographic Iconicity CPCE Research Fund (LC-2023-301(J))(HK$ 37,050)

This proposed project intends to contribute to the knowledge of linguistic iconicity as well as the branding and hospitality literature. It aims at a two-facet study on Chinese brand names in the context of vegan restaurants, exploring the effect of sound symbolism and pictographic iconicity on designing successful Chinese (restaurant) brand names. Based on the preceding discussions, we aim to unravel:
(i) Whether sound symbolism is a factor contributing to the customers’ perceptions of brand names of vegan restaurants and their following behaviors, as detailed in the following areas:
(a) frequency of consonants, (b) opening of vowels, and (c) level (平) vs oblique (仄) tones, of Chinese vegan restaurant names; and/or
(ii) Whether pictographic iconicity is a factor contributing to the customers’ perceptions of brand names of vegan restaurants and their following behaviors, as detailed in the following areas:
(a) number of stokes and (b) harmony of radicals/components, for Chinese vegan restaurant names in Chinese characters.