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학술저널

언어조건에 따른 브랜드 명이 브랜드 회상에 미치는 영향

Effects of the Korean-Enligh Language Conditon on Brand Recall

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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.

Ⅰ. 연구의 배경

Ⅱ. 이론적 배경

Ⅲ. 연구의 방법

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

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