Language and Branding: Analyzing the Influence of Linguistic Features on Consumer Perceptions, Brand Loyalty, and Market

This paper explores the influence of linguistic choices and features in band messages on consumers’ brand perceptions and behaviors. Brand language fuels an active and loyal consumer base, impacting market growth over a long period. A practical study using quantitative and qualitative methods confirms that linguistic features in band messages influence consumer perceptions and loyalty. Different language effects on different types of bands are identified. These findings provide brand researchers with language elements from a consumer perspective. The creation of “brand language scrapbooks” helps document evolving message strategies and brings brand language closer to consumers, enhancing brand strategy. This study encourages interdisciplinary research combining linguistics and branding.