Luck of the Draw: Creating Chinese Brand Names

ASIA unversity > 管理學院 > 經營管理學系 > 期刊論文 > Item 310904400/8595

請使用永久網址來引用或連結此文件: http://asiair.asia.edu.tw/ir/handle/310904400/8595

題名:	Luck of the Draw: Creating Chinese Brand Names
作者:	張力;Chang, William Li;李培齊;Lii, Peirchyi
貢獻者:	Department of Business Administration
關鍵詞:	DECISION-MAKING;CORPORATE;ASIA
日期:	2008-12
上傳時間:	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.
顯示於類別:	[經營管理學系 ] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
398.docx		0Kb	Unknown	336	檢視/開啟
398.doc		33Kb	Microsoft Word	409	檢視/開啟

在ASIAIR中所有的資料項目都受到原著作權保護.