The purpose of this study is to examine the effects of Korean brand naming methods, which aim to enter into Chinese market. Through two experiments we tested Chinese consumers' memory, brand attitude and purchase intention on each brand naming method. And present detailed and effective brand naming methods to Korean brand managers.
How many kinds of brand naming strategies could be used when Korean brands entering into Chinese Market? Usually 4 cases of brand naming methods could be used as follows. Firstly, Chinese and English dual brand naming method. Secondly, Chinese, English and Korean triple brand naming method. Thirdly, Chinese and Korean dual brand naming method. Fourthly, Chinese only naming method. Many thesis on Chinese English dual brand naming method on Chinese consumers' brand attitude have been studied on foreign s. So this study mainly focused on the other three methods, especially on Korean brands which plan to expand territory to Chinese market.
This study had two experiments. Firstly, 2(name emphasis: English vs. Chinese) × 3(translating method: phonetic vs. semantic vs. phonosemantic) × 1(Korean) between subjects design to test Chinese consumes' memory, brand attitude and purchase intention. Secondly, 2(naming method: Chinese vs. Chinese /Korean) × 3(translating method: phonetic vs. semantic vs. phonosemantic) between subjects design to test Chinese consumes' brand attitude and purchase intention.
Students of Yanbian University in China were participated in the tests. Brand names used in the tests (ChicChoc, CALLI, TOSCA, HAPPYBATH) were Korean brands which were selling only in Korean market but not Chinese'. After experiments we had an analysis by ANOVA.
Findings and suggestions of our study are as follows.
Firstly, Results of Chinese Consumers' memory are different between Chinese and English emphasis conditions. Chinese consumers memorize much more accurately under English emphasis condition. English emphasis brand name shows it is foreign product. Foreign image of the brand plays as a priming effect to the Chinese consumers. So Chinese consumers could memorize much more under English emphasis condition than Chinese'.
Secondly, Chinese consumers memorize differently on Chinese translating methods- phonetic, semantic and phonosementic. Chinese can memorize mostly on phonosemantic translated brand names, semantic translation is the secondly memorized, and phonetic is the least memorized. It shows that Chinese consumers are familiar with Chinese, which could tell the meaning through each character. Chinese consumers are good at memorizing brand names which have meanings more easily. In other words, Chinese can memorize easily under phonosemantic and semantic brand names which show the meaning than phonetic brand names which show the sound.
Thirdly, On Chinese consumers' brand attitude, there is no statistical differences on Chinese and English emphasis. But have differences under translating methods-phonetic, semantic and phonosementic. Chinese consumers show the most positive on brand attitude under semantic translating method, phonosemantic method is the second positive and phonetic shows the least positive.
Fourthly, on Chinese consumers' purchase intention, there is no statistical differences between Chinese and English emphasis. But have differences on translating methods-phonetic, semantic and phonosementic. Chinese consumers show the most positive purchase intention on semantic translating method, phonosemantic method is the second positive, and phonetic shows the least positive.
Fifthly, Chinese and Korean dual brand naming method is much more positive on brand attitude and purchase intention than Chinese only naming method. Korea country image is positive to Chinese consumers. So when Korean characters showed in brand name, Chinese consumers connect it to Korean products and it lead to purchase.
The study provides brand naming guideline to companies which plan to enter into Chinese market, and help these companies to work out more effective brand naming strategies.
，韩语毕业论文，韩语毕业论文 |
