Luck of the Draw: Creating Chinese Brand Names

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题名:	Luck of the Draw: Creating Chinese Brand Names
作者:	張力;Chang, William Li;李培齊;Lii, Peirchyi
贡献者:	Department of Business Administration
关键词:	DECISION-MAKING;CORPORATE;ASIA
日期:	2008-12
上传时间:	2010-03-26 03:15:13 (UTC+0)
出版者:	Asia University
摘要:	In the Asia-Pacific region, supernatural beliefs traditionally are believed to have a strong influence on product sales performance. In particular, name-giving-whether to a person or a product-has a strong perceived connection to fate. This study examined the relationship between branding practices and supernatural beliefs in China. In more than 50 percent of the cases we studied, the creation of brand names was based, in part, on a "lucky" number of total strokes drawn in creation of the characters that spelled out the brand name. Reinforcing that finding was the discovery that brand names comprising a lucky total-stroke number were more common in high-uncertain than low-uncertain market environments.
關聯:	JOURNAL OF ADVERTISING RESEARCH,48(4):523-530.
显示于类别:	[經營管理學系 ] 期刊論文

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