언어조건에 따른 브랜드 명이 브랜드 회상에 미치는 영향

• 영문명: Effects of the Korean-Enligh Language Conditon on Brand Recall
• 발행기관: 한국외국어대학교 지식출판콘텐츠원 글로벌경영연구소
• 저자명: 권자연 박지혜
• 간행물 정보: 『글로벌경영연구』제21권 제2호, 81~99쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.12.30

영문 초록

The purpose of this study was to examine the effect of composite brand names of English and Korean on brand recall. Brand names identify and present acombination of a producer and product category such as Park Jun’s hair salon and Andre Kim’s Golf. Brand names employed a single language (Korean or English) or dual languages (Korean-English, English-Korean) can influence memory on brand names for Korean native speakers. One hundred sixty participants were randomly assigned to the manipulated condition. A 2 X 2 between subjects’ factorial designwas employed: Producer identifier language (Korean vs. English) by product category identifier language (Korean vs. English). Results showed that brand names with a Korean-Korean combination were recalled more than other language conditions. For Korean native speakers, a language mix with English diminishes brand recall.

목차

Ⅰ. 연구의 배경

Ⅱ. 이론적 배경

Ⅲ. 연구의 방법

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌