The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods

The research focuses on the degree of association between brand names and accompanying visuals featured on packages to improve consumer learning. It was found that when visuals are associated with the target information (such as a brand name), then memory for the brand is enhanced. It was also found that memory will be greater for brand names that are prior-associated in consumers' memory than for family and novel brand names. The findings are congruent with associative network theory that would suggest easier processing and greater memory for target elements that are prior- and/or visually linked to existing memory pathways.     

知名品牌如何成功实施文化投入

如今市场竞争越来越表现为品牌的竞争、名牌的竞争.创立品牌、发展名牌,已经成为众多企业追求的首要目标和重要战略措施.     

A New Viewpoint on Nudes in Advertising and Brand Recall

Despite research findings' that scantily-clad or even nude models in advertisements do not improve brand recall of the products advertised, marketers continue to employ nudity in their advertising. In recent years males as well as females have been used as models. Since current research reflects only the effectiveness of female nudity for brand recall among male audiences, this study was conducted to see what happens when those roles are reversed. Findings did not replicate those of previous studies which indicated a reverse correlation between increased nudity and brand recall. Both male and female audiences demonstrated increased brand recall as the model's nudity was increased.     

中国近代商标名称的语义考察

中国近代商标名称所用的词语有74%是选用已有的,有75.5%是单义的,有56.2%是无感情色彩的,有86.1%是无语体色彩的,有70.5%是有形象色彩的,有37.5%是有文化色彩的。商标名称的理性意义体现了汉民族的价值观念,色彩意义体现了汉民族的思维方式和审美情趣。考察探讨商标名称语义,可引导企业在商标命名时注重语义因素和文化元素的融合,创立起更具竞争力的商标名称。     

试论品牌的创立与维护

本文对企业的内外环境、可控与不可控的条件进行了分析,并就企业品牌的创立条件与如何维护品牌产品的市场寿命问题谈了自己的看法,对致力于创立名优品牌产品的企业有一定的借鉴作用。     

浅析品牌的本土化与标准化

在全球化过程中,跨国公司通常采用本土化-标准化的营销策略。我们认为,意译-零译连续统是本土化-标准化连续统的语言实现。基于这一假设,本研究将2012年在华最受欢迎十大美国公司及其品牌的汉译方法进行了分类,运用量化方法验证该假说。     

Creating Global Brand Names: The Use of Sound Symbolism

ABSTRACT

Creating meaningful brand names for international markets can be particularly challenging because translation may distort intended meaning. To mitigate this issue, marketers can imbue meaning into a brand name with sound symbolism, which refers to the direct linkage between sound and meaning. The aim of this article is to examine whether sound symbolism effects are maintained after translating a brand name from English to Hindi. Results of an empirical study with Hindi-speaking subjects indicate that the sound–meaning relationship can persist after translation. A primary contribution is that sound symbolism can help create global brand names with consistent meaning across languages.     

The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names

Although retailers know that brand names are important conveyors of product benefits, little is known about how subtle characteristics of brand names affect consumer attitudes and purchase intentions. This research proposes and shows that the letter case of brand names affects product attitudes and purchase intentions but that these effects depend on congruity between brand case and the gender of consumption benefits. Studies 1 and 2 show that lowercase brand names are associated with feminine characteristics while uppercase brand names are associated with masculine characteristics, as measured through judgments of name gender, gendered brand personality traits, and overall brand gender perceptions. Three additional studies demonstrate that greater congruity between brand case and the gender of consumption benefits increases product evaluations and purchase intentions. Study 3 demonstrates that greater congruity between brand case and the gender of a female consumer’s consumption goal leads her to have more favorable product attitudes. Study 4 replicates these effects by manipulating the gender of product benefits, shows that effects on purchase intentions are moderated by the consumer’s biological sex, and identifies processing fluency as the underlying mechanism. Study 5 demonstrates that brand case, rather than letter shape, drives these results. This work advances understanding of how seemingly subtle brand name characteristics affect gender perceptions and consumer behavior, with implications for brand design and positioning in the retailing industry.     

需求国际转移与品牌国际化

品牌国际化的最一般的原因是市场需求的国际转移,市场需求的转移是有其规律的,国际名牌的行业分布印证了消费需求转移规律。本文在讨论品牌国际化内涵的基础上,主要从需求转移及其一般规律出发,揭示国际名牌的行业结构,并讨论国产品牌国际化的行业选择。     

Enhancing Brand Equity Through Sustainability: Waste Recycling

Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business‐to‐business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity. © 2015 Wiley Periodicals, Inc.     

零售商自有品牌感知质量的形成与提升研究:基于线索视角

自有品牌已成为零售商获取更多利润的工具。自有品牌的客观质量与制造商品牌相比相差无几,但是感知质量却比制造商品牌低很多。根据线索利用理论,消费者利用一定的启发式线索作为度量产品质量的工具。消费者在评价自有品牌质量时,借助于内外部多个线索。零售商需要把这些线索综合起来,恰当利用,提高消费者的感知质量,营销措施包括实行模仿战略,采取高质量定位、高溢价定价,增强与消费者的沟通,采取多梯队品牌战略等。     

Creating Brand Names With Meaning: The Use of Sound Symbolism

The staggering level and rate of growth of brands being introduced to the marketplace suggests a heightened need to understand how to create effective new brand names. Limited academic research, however, has been conducted in this area. This paper investigates the use of linguistics, specifically sound symbolism, in order to create brand names with inherent meaning. Results of two studies indicate that the sound of a brand name can communicate information about the product, e.g. its size, speed, strength, weight, etc. Brand name sounds can convey product-related information either in the presence or absence of supporting marketing communications.     

A Prototype of Multicomponent Brand Personality Structure: A Consumption Synmbolism Approach

Brand personality (BP) in the postmodern marketplace encompasses a variety of anthropomorphized attributes associated with a brand, reflecting on a wide spectrum of social, cultural, and psychological associations capturing various aspects in everyday life stories of consumers. Most prior research onBP, however, has employed a psychology‐based approach, and has not yet fully demonstrated the concept's market‐driven scope in the contemporary brand schema. To bridge the gap between the practitioner and scholar, this study employed a consumption symbolism approach to develop a multicomponent structure ofBP. A qualitative study was conducted with 36 brands of six product/service categories (fashion/luxury, beverage, automotive, personal computer, cosmetics, and retailer) within a specific context (South Korea). The results yielded a prototype of multicomponent BP structure consisting of one psychological component (traits) and three sociocultural components (narratives of socioeconomic/life scene/physical variability). The findings of the study broaden the current understanding of BP by suggesting a multidisciplinary perspective embracing its sociocultural aspects, and by empirically demonstrating the prototype reflecting on a wide spectrum of consumer narratives.     

A Network-based Approach on Opportunity Recognition

This paper argues that individuals differ in terms of their perception of opportunities because of the differences between the networks they are embedded in. We focus on two aspects of individuals embeddedness in networks, that is, (1) individuals belonging to residential areas that are more or less likely to be characterized by network cohesion, and (2) individuals differential access to network contacts based on the level of human capital they hold. Our analyses show that the nature of ones residential area influences the perception of entrepreneurial opportunities. Further, we find a positive effect for education, i.e., people with a higher educational level are more likely to perceive entrepreneurial opportunities compared to those with a lower educational level.     

试论品牌延伸的边界

品牌延伸是目前业界比较盛行的一种品牌营销策略,本通过对经典献的回顾,详细讨论了影响品牌延伸成败的两个关键因素,并根据这两个因素构建了一个品牌延伸边界模型,用以限定品牌延伸的范围。