Detail Language and Brand Attitudes : Impact of Script and Sound Matching in Chinese and English   Oleh:  Schmitt, Bernd ; Yigang, Pan Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 3 (1996), page 263-278. Topik: SCRIPT WRITING; language; brand attitudes; script and sound matching Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Chinese names consist of logographs thaht represent the meanings of a word, whereas english names consists of alphabetic letters that represent the sound of the word. Therefore, we propose that chinese brand attitudes are primarily afefcted by the match between script associations and brand associations, but brand attitudes of english names are primarily affected by the match between sound associations and brand associations. A cross - cultural study conducted in china and the united states confims these predictives. These findings add further evidence to the stream of research that shows how sctructural features of languages and writing systems affect consumer behaviour. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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