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
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