아태비즈니스연구 (Asia-Pacific Journal of Business)
- 제1권2호
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- Pages.1-21
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- 2010
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- 2233-5900(pISSN)
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- 2384-3934(eISSN)
Evaluating Brand Name Connotation to a Country: A Conceptualization
- Janda, Swinder (Global Business Department of Marketing, Kansas State University)
- 투고 : 2010.10.19
- 심사 : 2010.11.08
- 발행 : 2010.12.31
초록
A good brand name is very important for the success of a product. A thoughtful brand name can convey information that can influence potential customers in a positive way. Thus marketers often formulate brand names intended to explicitly or implicitly play a role in influencing customer perceptions. One way of doing this is to have a brand name bearing connotations to a foreign country. In general, prior research on country-of-origin effects has not adequately focused on exploring brand name connotation and its effect on product evaluation. This research presents a conceptual framework for determining if/how brand name connotation to a foreign country affects product evaluation. Specifically, this paper reviews relevant literature pertaining to country-of-origin and brand name connotation, discusses a conceptualization, proposes research hypotheses, and outlines procedures for collecting data to evaluate the proposed hypotheses.