제품 속성에 적합한 브랜드 수식어 숫자 유형에 관한 연구 = The Numbers Used as Part of Brand Modifiers and The Product Category

다국어 초록 (Multilingual Abstract)

Naming a brand is one of the most important decision makings to accomplish a successful brand strategy. Well chosen brand name is able to let a company gain a superiority in market in which competitions are getting accelerated. Although many studies on brand names have been accomplished, it is rare to find the previous studies on numeric brand names. Many kinds of products using numeric brand names are being launched frequently in global market. However, tangible researches on this topic have not been accomplished. Based on these problems, we clarified the fitness between the size of numbers on numeric brand names and the product categories such as utilitarian products and hedonic products. We investigated which size of numbers more suitable to utilitarian or hedonic products by using the product attitude. The findings of this research are summarized as follows: First, the fitness and brand image of brand name of below the double-digit figures appeared to be higher in hedonic products than in utilitarian products. This finding is inconsistent with previous researches suggesting that numeric brand is not suitable for hedonic products and it yields negative image. So it can be said that numeric brand name is suitable for not only utilitarian products but also hedonic products. In additions, this finding suggests that brand name of below the double-digit figures can provide gladness, hedonic, fantasy, and high classes image to customers. Second, it was shown that brand name of above the double-digit figures has more fitness and provides higher product attitudes for utilitarian products than hedonic products. Additionally the fact that the higher the number was attitudes for utilitarian, the stronger technical image formed was reconfirmed as previous researched suggested. The practical implications are as follows ; First, in terms of brand naming with an aim to create brand image, this research showed that marketers can use a number in their brand name to create brand image they want to have. Second, instead of marketing totally new brand name, marketers can cut down costs need to manage a brand name by adding a number to established brand name they already have.

목차 (Table of Contents)

• Ⅰ. 서론 Ⅱ. 이론적 배경 및 연구가설 Ⅲ. 연구방법 Ⅳ. 연구결과 Ⅴ. 토의 및 결론 참고문헌