언어조건에 따른 브랜드 명이 브랜드 회상에 미치는 영향

Effects of the Korean-Enligh Language Conditon on Brand Recall

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.