論文

基本情報

氏名 越川 靖子
氏名(カナ) コシカワ ヤスコ
氏名(英語) KOSHIKAWA, Yasuko
所属 商経学部
職名 准教授
researchmap研究者コード
researchmap機関

題名

“The Development between Brand Name Linguistic Characteristics and Brand Preference(査読付き)”

単著・共著の別

単著

概要

This study aims to determine the effect of both taste type—such as physiological needs, prior information, and food culture—and linguistic influences like semantic appositeness and paronomasia on consumers’ food preference, particularly considering Japanese language style. To do this, participants were asked their preference of foods based on two different dishes described in different ways. The results showed that prior information about food and semantic appositeness (sounds that match the image of the dish) have the most pronounced effect on participants’ preference. We believe that our study makes a significant contribution to the literature because the effects of a brand name and its linguistic characteristics on consumers’ brand preference is a highly relevant study area in marketing.

発行雑誌等の名称

International Journal of Business and Economic

巻・号・掲載ページ(移行用)

Affairs (IJBEA) 4(6), 282-292 (2019) DOI: 10.24088/IJBEA-2019-46003 ISSN: 2519-9986

発行又は発表の年月

201912