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This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments.

Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects.

The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect.

This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation.

This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.

Micronesia, a term that means “small islands,” refers to a region of Western Pacific islands scattered across an area of the Pacific Ocean larger than the continental United States (see figure 1). This vast area, located in the tropics almost entirely north of the Equator, covers more than 4,500,000 square miles of ocean and includes more than 2,100 palm tree‐studded islands, islets, and coral atolls. Yet its total land area is fewer than 1,200 square miles—only slightly larger than Rhode Island (see figure 2). Only about 125 of the islands are inhabited on a permanent basis, by some 350,000 people.

The current study aims firstly to explain the origin of the morphemic segments of Rongga language, either at the phonological or the phonetic level and the terms of the morphemic structure of Rongga, whether related to positive or if-then conditions. The second objective is to describe the phonological process of Rongga from the changing process of phonemic into phonetic realization.

As far as the methodology is concerned, three methods are applied including (1) method of collecting data, (2) data analysis methods and (3) method of presenting the result of data analysis. The literary method is defined as a way of obtaining written materials that can support the primary data as additional data.

The findings of compression placement on Rongga reveal that firstly, the monosyllabic words, whether or not preceded by a consonant, whether or not preceded by a consonant stressed on a single syllable and whether or not preceded by a consonant or before the second syllable, both of which either precedes the consonant or do not follow a word boundary. Second, three and four monosyllabic words will be stressed on the last syllable if they precede the consonant or not.

The results are expected to be considered as one of the primary contributions to the determination of the orthographic system of Rongga, in particular, the consonant and unique vowel in Rongga.

The purpose of this paper is to investigate and analyze company slogans which play an important role in corporate identity and corporate communications.

By discussing relevant literature, morphological issues (word formation in sentences), and content analysis, the study investigates 329 companies and their slogans that operate in global and domestic markets.

The study finds that within the areas of corporate identity and corporate communications, company slogans tend to be diverse with distinct forms and morphological features. The work reveals that slogans go through evolutionary changes because of diverse markets and firms’ corporate communications and corporate identities. The study also compares and contrasts slogans from 2007 to 2013 which were used by the firms on their web sites.

Interestingly, over half of the companies did not keep their slogans in 2012/2013. Many firms have stopped using slogans on their corporate web sites and systematically capitalize on brands and corporate identities when dealing with the areas of corporate communications. This supports the notion that slogans help corporate identity and corporate communications.

The paper’s original value added is in the areas of corporate communications, slogans, and corporate identity.

The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]).

Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect.

Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced.

This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world.

This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours.

This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

Computer‐assisted language learning (CALL) comes in many different flavors. The purpose of this paper is to focus on developing an integrated e‐learning environment that allows improving language skills in specific contexts. Integrated e‐learning environment means that it is a web‐based solution that performs language learning tasks using common working environments such as, for instance, web browsers or e‐mail clients. It should be accessible on different platforms, even on mobile devices. Natural language processing (NLP) forms the technological basis for developing such a learning framework. The use of NLP technologies, or in broader view artificial intelligence technologies, in CALL has also been dubbed intelligent CALL. The paper gives an overview of the state of the art in this area.

On the one hand, the paper explains creation processes for NLP resources and gives an overview of language corpora. On the other hand, it describes existing NLP standards. Based on the authors' requirements, the paper gives special attention to the evaluation and comparison of toolkits that can suitably support the planned implementation. In consideration of the evaluation results, the authors give a closer look at the system architecture of the CALL platform. An outlook at the end points out necessary developments in e‐learning to keep in mind.

Based on evaluation result, the authors have designed the framework architecture for the intelligent integrated CALL (iiCALL) system. A first prototype shows a web browser plug‐in communicating with the framework started in an Apache Tomcat server environment.

The paper presents an extended version of a paper that has been selected as one of the invited papers for journal special issue consideration at iiWAS2010. It focuses on the evaluation of several NLP toolkits which might be of importance for those who plan to integrate NLP technologies in their projects.

Americans have become increasingly interested in their ethnic heritage in recent years. Assimilated Euro‐Americans, whose ancestors arrived in the New World generations ago, are rediscovering their roots and are enrolling in foreign language classes, taking up folk dancing, learning ethnic cuisine, tracing their genealogical pedigrees, and returning to the religious traditions their parents may or may not have passed on to them. Now it's “in” to be ethnic.

This study aims to investigate multilingual representation on public signs in the High City tourist destination in Abha, Saudi Arabia. It also reveals the linguistic strategies used in such representation.

This exploratory qualitative study used purposive sampling to analyze bottom-up public signs collected from the target tourist destination. A preliminary analysis was conducted for a more in-depth qualitative analysis of every sign. An Excel database was used to provide a general description and a preliminary reading of the strategies before using an in-depth analysis of every sign.

The study revealed that monolingualism (Arabic or English) and bilingualism (Arabic and English) represented the High City as a tourist destination where the signs served information and symbolic functions. No single multilingual sign was found. Certain linguistic strategies were used on the public signs, including politeness, transliteration, hybrid representation, personification and fragmentary. Some tourist-oriented strategies, such as the crisis communication strategy, are still missing.

These findings indicate that this tourist destination still targets local and regional visitors, and its linguistic landscape (LL) needs further consideration in terms of internationalization and targeting international visitors. This study implies that bilingual Arabic and English tourist destinations are potential domains for translation students and English language learners.

This study has focused on the LL of a newly established tourist destination in Saudi Arabia. It has shed light on the nuanced representations and strategies used through public signage. It contributes to understanding how linguistic elements can shape tourists’ perceptions and experiences.