A Study of Product and Brand Attitude toward Alpha-Numeric and Chinese-English Brand Name

• Main Authors: Chun-Mou Lin, 林俊謀
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/47891676339558172113

碩士 === 淡江大學 === 國際貿易學系 === 87 === Brand names are often viewed as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, a brand name is also an important assets.Recently ,companies name their products with alpha-numeric brand name becoming popular .Otherwise,it’s very common that a company use different language to name their products. Hence this research will combine the two concepts , and analyze the effect of product and brand attitude toward alpha-numeric and Chinese-English brand name. The data are collected from university students by questionire .ANOVA is the main method used to analyze the data. The research supports the following findings: For product attribute, it’s suitable for functional products by alpha-numeric brand names,but emotional ones don’t. The consumers’ perceived quality ,perceived technology,and trustworthiness of alpha-numeric brand name are better than them of traditional ones. Functional products with English brand names are better than that with Chinese ones.On the contrary, emotional products with Chinese brand names are better than that with English ones.Otherwise,in Chinese brnad name ,consumers’brand attitude and the suitness for brands are better than English ones.But English brand names evoke stronger product interest and the relevant number of brand names of consumers’.