品牌名称如何影响消费者认知？关于外国品牌名称声音象征意义的实验研究

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2024-01-25 DOI:10.1080/08911762.2023.2299011

Hayeun Jang, Ju Yeun Jang, Do Yuon Kim

引用次数: 0

摘要

本研究利用声音符号学进行了两项实验，以深入了解品牌名称的声音和字母弧度如何唤起全球消费者的形象联想。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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How Brand Names Affect Consumer Perceptions: An Experimental Study on the Sound Symbolism of Foreign Brand Names

In this study, two experiments utilizing sound symbolism were conducted to gain a deeper understanding of how the sounds and letter curvatures of a brand name evoke image associations among global ...

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.