لخّصلي

As results to the interview with the participants and literature review studies, the research finds that the pronunciation problems related to the brands name are originated from:
Firstly, numerous phonetic differences between English and Arabic, with Modern Standard Arabic (MSA) having three short vowel phonemes, three long vowel phonemes, and two diphthongs compared to 12 long and short vowel phonemes and 8 diphthongs in English. Arabic-speaking learners of English face difficulties with English pronunciation due to differences in vowels, diphthongs, consonants, consonant clusters, and stress. Arabic speakers often mispronounce vowels in Proper Nouns, mispronounce consonants absent in L1, and geminate consonants in Proper Nouns. They also applied Arabic stress rules to English Proper Nouns. Other causes include insufficient mastery of English pronunciation rules, lack of auditory identification and discrimination skills, awareness of differences between Arabic and English phonological systems, and insufficient knowledge of English phonics and phoneme-grapheme correspondences.
Second, English pronunciation difficulties among Saudi students found that most students struggled with articulating consonant sounds, such as /p/, /ʒ/, /ŋ/, /r/, /tʃ/, /t/, /ɫ/, /v/, /k/, /l/, and /d/. They also experienced blunders by embedding vowels to break up consonant clusters in syllable-initial or syllable-medial or final positions. Some mistakes were also common, such as substitutions of consonants and clusters. Interference from the mother tongue was found to be a major contributing factor to pronunciation issues.Consonant clusters are words with a group of consonant letters without vowels, such as bunches in English. Some language specialists argue that the term should be used for consonant clusters within one syllable, while others argue it is more valuable when considering consonant arrangements over syllable boundaries. Phonetic symbolism is a complex field of study that focuses on vowels and consonants. Vowels are often classified by a front versus back distinction, which is related to spatial dimensions. As vowel sounds move from front to back, perceptions of size increase and brightness decrease. Consonants can also be classified by the same distinction, with front consonants associated with weak and pleasant perceptions, and back consonants and vowels associated with strong and unpleasant perceptions. Voiced and voiceless consonants are pronounced with vibrating vocal cords, with voiceless consonants generally perceived as smaller, less potent, lighter, and sharper than voiced consonants. Phonetic symbolism has been found to enhance brand perceptions when the fit between sound symbolism and product attributes is maximized.
Third, EFL students often struggle with correct pronunciation of English due to difficulties in using vowel and consonant letters, intonation, stress, thought group, and linking. English language has fourteen vowel sounds and twenty-two consonant sounds, with pronunciation varying depending on the native language, awareness of English pronunciation rules, and personal language abilities. Vowels are considered open sounds, but Arabic speakers use short vowels before and after the first consonant in initial-consonant clusters. front vowel sound words were preferred over back vowel sound words for both products. The interaction between sound, product, and experiment was significant, with majority preference changing as a function of product category. The effectiveness of any phonetic manipulation may depend on the extent to which naming strategies prime a phonetic versus semantic emphasis.
Lastly, Speech perception and recognition play a role in correct pronunciation. Speech perception means using knowledge of language or using mental encoding signal of language message into physical signal accessible by hearer. It is a task of the hearer’s to identify speech signal but speech recognition means the sound representation used prior to the identification of a word, from the post lexical code, which is information that is only available after lexical access.